McDonald's Global McDelivery Night In
How McDonald’s and WE got customers cozy and shattered sales records
The Atlantic said it best in August 2019: “Eating in is the new dining out.” But with many food delivery options, from quick-service to white tablecloth restaurants, brands have to jockey hard to generate awareness, stay relevant and drive sales. McDonald’s wanted a fresh approach for its third annual Global McDelivery Day to:
- Increase awareness of the brand’s McDelivery service.
- Drive orders, especially from first-time or lapsed customers in key demographics like young, single millennials and college students.
- Encourage franchises in global markets to participate in McDelivery.
We started researching consumers’ eating in habits and found that in 2019:
Thursday Night is the hottest time on social for delivery discussion
82% of food delivery orders were placed from home
72% of trendsetters would rather stay home than go out
60% of McDelivery orders are placed at night
Our insight was that “going out is overrated,” so we turned “Day” to “Night.” Enter Global McDelivery Night In, a Thursday night for those cozy trendsetters who wanted to enjoy delicious, craveable food at home, in comfort. We married our insight with the increasing cultural relevance of cozy culture, like hygge, by creating the McDelivery Night In line — an exclusive line of apparel and accessories available only through McDelivery on Global McDelivery Night In.
McDelivery Night In was a global proposition that each national market took and made its own. From a pop-up living room in Romania to a charity partnership in Canada, each market tailored its activations to its particular audience. Before taking the campaign and all the swag to the global masses, we previewed the McDelivery Night In’s line at an experiential event for consumer media and influencers on Sept. 17 in New York City, mobilizing social influencers through paid and owned social content (and co-branded GIPHY stickers).