For the 2024 edition of Clean Up Day, the aim was to go one step further: create synergy between the McDonald’s Switzerland website and mobile app, offer a seamless user experience and maximize the impact of the campaign.
Since several years, McDonald's Switzerland organizes in September a big cleaning day across the country: the Clean Up Day. This event brings together teams of volunteers in all major Swiss cities to collect waste and raise public awareness concerning the adoption of more eco-responsible practices.
This annual event highlights the brand's commitment to the environment and reinforces its image as a socially responsible brand. As a partner agency and website manager for McDonald's Switzerland, Eminence contributes every year to the promotion of this event, including the creation of a dedicated website.
For the 2024 edition, the objective was to go one step further: create a real synergy between the McDonald's Switzerland website and mobile application, offer a fluid user experience and maximize the positive fallout for the brand.
Objectives
Historically, registrations were made on the website, via a desktop or mobile web connection. For this 2024 edition, the customer wanted registrations to go through the McDonald's Switzerland mobile application, and users to receive an offer for a surprise gift directly on their account to reward them for their participation.
- Create an optimal user experience with a seamless transition between website and app
- Boost app downloads and account creation
- Increase the number of event registrations
- Encourage use of the application's “Offers” functionality while optimizing the user experience.
Challenge
As the website and the app are two distinct environments, we had to guarantee fluid and instantaneous communication of events in order to retrieve all the data required for the operation to run smoothly.
- Create a bridge between the website and the app to force registration via the McDonald's Switzerland app.
- Generate offers in the app following registration, with personalization based on the number of participants.
- Program the offers so that they can only be activated at the time of the event, thus limiting the risk of fraud.
To meet our customer's specific needs and the complex challenges of this project, we developed a tailor-made solution, perfectly adapted to the particularities of McDonald's Switzerland digital ecosystem.
- In-depth user path analysis: We identified and defined the various possible scenarios for users, taking into account their behaviors and interactions with the current digital ecosystem.
- Creation of dedicated workflows: For each type of user, we developed specific workflows, guaranteeing a smooth, optimized experience at every stage.
- Technical feasibility audit: We carried out a check-up of the current technical capabilities of the digital ecosystem, to identify any limitations.
- Integration of external solutions: When necessary, we researched, evaluated and proposed external solutions for integration, to complement or enhance available functionalities.
- Building a clear roadmap: A detailed roadmap was created, including production, pre-testing and quality control milestones, to ensure a smooth launch.
Updating the Clean Up Day's dedicated website:
- Presentation of cities taking part
- Set a registration quota for each city
- Update the form (number of fields and title)
- Addition of a form field with variable for the number of participants registered on the same e-mail address.
Link with McDonald's app:
- Use of a dedicated API to connect the website, mobile app, and CRM, automatically synchronizing registration data.
- Implementation of a deeplink:
- Automatic redirection to a smartweb view in the application for existing users.
- Redirects users to download platforms to encourage them to install the application if it has not yet been downloaded, thus increase lead conversion rate.
- Automatic pre-filling of user information via their McDonald's account, simplifying the registration experience and lead conversion while collecting the specific data required for the event.
Gift assignment:
- After each registration, a special offer was assigned to the participant within their McDonald's account so that they could collect their participation gift on the day of the event.
- This was a promotional offer integrated into the McDonald's loyalty system. Through manual settings within the McDonald's application system, we programmed this offer to :
- Could only be activated on the day of the operation
- Have a lifespan of 3 min to prevent fraud and ensure better management of gift distribution for franchisees.
Mail campaign
Between the day of registration and the day of the event, we maintained a conversation with participants:
- A first e-mail was sent following registration, giving details of the city selected and announcing a special offer within the McDonald's appplication, as well as instructions on how to collect the gift.
- A second e-mail was sent out a few days before the event to re-engage the audience and remind them of practical information (times, meeting place, recommended attire, etc.).
Results
The 2024 edition of Clean Up Day was a real success! We counted 865 registrations on the application for 1,269 participants (with multiple registrations possible on the forms). This represents a spectacular 84% increase in registrations over the previous year. In all, 1,700 people took part in this day of action to protect the environment and keep our streets clean.