Business

McDonald’s used Snapchat AR and Video Products to Drive a 4pt Increase in Purchase Intent for their McPlant Burger

2.25X

above product awareness UK benchmark

4X

above action intent UK benchmark

21s

average AR lens playtime
The Story
McDonald’s was looking for ways to innovate and meet their customers’ needs with the launch of their McPlant Burger, a vegan burger made with a juicy plant-based patty co-developed with Beyond Meat®. The McPlant Burger adds a delicious plant-based burger option to the McDonald’s menu that appeals to everyone, whether you’re vegan or just fancy a plant-based patty.
After initially trialing the McPlant Burger in selected restaurants, McDonald’s turned to Snapchat when they launched the burger offering across all their UK restaurants.
The Solution
McDonald’s adopted a multi-product campaign with a full funnel approach on Snapchat to mark the launch of their McPlant Burger. 
Their campaign included a gamified AR Lens which allowed Snapchatters to have a go at building their own McPlant Burger in 30 seconds, getting the ingredients in the correct order. The campaign also included a First Commercial on the day of launch to drive high impact and awareness, as well as Commercials, Snap Ads and Story Ads to reach consumers at every stage of the marketing funnel.

The Result
The gamified AR Lens, as part of a multi-product strategy, was a great success, delivering: 
  • +13pt increase in Ad Awareness and +5pt increase in Action Intent1 
  • 2.75% AR Lens share rate2 
  • 21 second average playtime2
Alongside the Lens, Commercials delivered a +15pt increase in Product Awareness and a +6pt increase in Action Intent.3
'We are really happy to see such strong results from our campaign on Snapchat. We loved being able to bring the McPlant and all its ingredients to life in AR in such a fun and interesting way.'
- Lucy Johnson, Senior Brand Manager, McDonald's

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1Snap Inc. brand lift survey of 407 Snapchat users 4-31 January, 2022. Control n= 250 exposed n= 157
2Data from Snap Ads Manager as of 4-31 January, 2022
3Snap Inc. brand lift survey of 528 Snapchat users 4-31 January, 2022. Control n= 265 exposed n=263
4Snap Inc. brand lift survey of 826 Snapchat users 4-31 January, 2022. Control n= 409 exposed n= 417