McDonald’s
As Snapchatters explored their surroundings on the Snap Map, McDonald’s France brought its iconic locations to the forefront. By making its restaurants easier to discover with Promoted Places, the brand strengthened consideration and boosted brand association.
From its French fries to it Big Mac, McDonald’s has been a mainstay among French consumers for more than 50 years. Evolving alongside cultural and technological trends, the brand has successfully localised its menus, operations and digital ecosystems to ensure its position as market leader.
Today, convenience, proximity and omnichannel experiences in the Quick Service Restaurant category are more important than ever before. As a natural innovator, McDonald’s France wanted to meet (and exceed!) customer expectations – and it used Snapchat to do it.
As younger audiences navigate everything from life admin to lunch orders on their phones, McDonald’s knows digital discovery and real-world location visibility is key to its ongoing success. Eager to drive consideration of its locations and encourage in-store visits, in-store sales and in-app purchases, the brand leveraged the power of Snapchat’s Promoted Places.
Promoted Places is designed to help brands drive real-world consideration and visitation by making its locations more discoverable at moments of intent. As the first QSR brand in France to leverage the feature, over 1600 McDonald’s nationwide locations appeared on Snap Map, complete with eye-catching custom branded 3D decorations. As Snapchatters explored their environments, they could find nearby destinations, with the brand’s profile providing directions and connecting users to McDonald’s content.
Promoted Places was the perfect addition to McDonald’s consideration strategy. According to a brand lift study, Snapchatters found it easier to locate branches of the restaurant and were more motivated to go after seeing one on the map, boosting action intent by 5pts and ease of location by 7pts 1.
More specifically, McDonald’s drove 13.2 million paid reach in 90 days, with a further 3 million incremental reach. It also achieved 18X higher cost efficiency compared to the Year-to-Date account average 1.
By bridging the digital and physical worlds through Promoted Places, McDonald’s France achieved its goals, influencing in-store visits, purchases, and app interactions at scale.
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