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McDonald’s franchisee builds relationships via QR code-enabled daily sweepstakes

By
October 1, 2014

Screen Shot 2014-09-30 at 12.04.16 PMA McDonald’s franchisee in Germany recently drove 10,500 visits and developed mobile relationships with 8,600 customers by enabling users of the Myfavorito app to scan a QR code and spin a virtual lottery wheel for a chance to win daily prizes.

The QR codes are placed at sponsor events, in advertising, on promotional materials, product packaging, flyers, posters and other media. Based on the success of the ongoing effort, it is now moving into the second stage via a partnership with a local football club with both partners running daily sweepstakes offers.

“We wanted to organize a lottery for the Erfurt area, in addition to national marketing, in order to generate more visits in our restaurants and attract new customers,” said Dominik Neiss, CEO of the Erfurt McDonald’s franchise operation.

“Our lottery was to produce thousands of winners and motivate, especially, the young target group, but also families and company employees, to get engaged in our brand and products and to pay us a visit,” he said. “However, we did not want to be a ‘big spender,’ but instead develop something sustainable.

“For example, it was important for us to be able to reach the participants even after the lottery to advertise relevant offers, promote local campaigns and to better link our customers with us.”

Mobile offers
The franchisee partnered with one-to-one marketing platform Myfavorito for the program.

The virtual lottery wheel is filled with a variety of offers, such as free items, dollar off deals and loyalty points, with the odds for winning predetermined by the marketer.

Screen Shot 2014-09-30 at 12.04.31 PM

Customers participate by scanning a QR code with the Myfavorito app. The draw takes place automatically and the participants learn immediately on their smartphone if and what they have won, as well as where they can pick up their prize and how long it is valid for

Users must present their smartphone with the winner’s notification in order to redeem their offer.

Whether participants win or not, they can try again the following day by re-scanning the QR code.

The results from the effort, which was launched six months ago, include 8,600 participating customers who participated more than 33,500 times.

In terms of prizes, 16,800 were distributed and more than 10,500 have been redeemed in the restaurants. Of these, 3,800 were smaller instant prizes and 6,700 were loyalty points that were later converted into loyalty bonuses.

Another 21,000 visits were generated by Myfavorito app users who were redeeming standard mobile coupons and collecting regular loyalty points.

Instant gratification
The McDonald’s franchisee was looking for a program that would meet the needs of McDonald’s customers, who, according research conducted by the company, will only participate in sweepstakes if they are simple, if they can see immediately if and what they have won and if it is possible to participate several times.

Screen Shot 2014-09-30 at 12.04.36 PM

The franchisee decided to partner with Myfavorito, another Erfurt-based company, which offers a one-to-one marketing platform that includes CRM software, mobile apps, social networking, cloud computing and real-time data analysis.

The main component of the program is the Myfavorito app, which is available for Android and iOS devices. The app enables users to connect with brands, merchants and publishers by adding them to their “favorites” list.

Users maintain their own profiles and are accessible to companies via instant push messages.

The platform also includes mobile coupons.

Restaurant locations are automatically added to a participants favorites following the first scan or redemption of a prize.

“The McDonalds daily lottery on the regional spread was an outstanding success  – nearly 9,000 customers have participated 33,500 times (multiple 3.7) in the lottery so far, they can now be reached directly via push messages and their preferences are known,” said Dirk Schlenzi, CEO of Myfavorito. “[Additionally] 16,800 prizes were distributed automatically to the participants – more than 10,500 prizes have been redeemed in the restaurants, of these, 3,800 were smaller instant prizes and 6,700 loyalty point prizes on which were later converted into loyalty bonuses.”

Final Take
Chantal Tode is senior editor on Mobile Commerce Daily, New York

 











 

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