In 2015 McDonald’s Romania had to face and interesting challenge – a Facebook group called Junimea. A bunch of millennials came together on a secret Facebook group and in the hopes of creating entertaining content, went on to troll the hell out of big brands on social media. Sounds like a PR disaster, right? Not for McDonald’s who realized that this is their chance to seize the moment and engage with a truly prospective audience.
For a long time McDonald’s has been trying to fight the negative rumours about the quality of their food. In order to prove to the Australian public that they have nothing to hide, they created a storytelling app which allowed users to track down the ingredients in their food in a fun and engaging way.
Mornings are hard for most of us. McDonald’s decided to give consumers a little morning pick-me-up and boost user engagement. They developed an app called Surprise Alarm which every morning gives its users a nice surprise to start off their day.