In a personalized service approach, McDonald’s is making a splash in Sweden by adapting to the Swedes’ unconditional love for nature and the outdoors. Since 18 June 2019, the fast-food multinational lovers have a possibility to win picnic blankets with integrated geolocation functionality on its social networks. An original operation between social media and street-marketing that would make us want to go green in the Hexagon !
The new facilities will allow you to organize delivery directly to the park or the resting place
McDonald’s Sweden is ready to follow its customers anywhere: at the park or at the beach, on the road or at the office … And it proves it to us!
Indeed, since one year, McDonalds invests enormously in home deliveries. Already at the Men’s World Cup last summer, the company offered free home deliveries as part of a partnership with Uber Eats. This new communication operation is as playful as it is innovative and simple at the same time.
The cover, used as a “Picnic Position Form” is indeed equipped with a QR code: all that the users have to do is to scan the code and order the dishes at the McDonald’s restaurant. Then Uber Eats or Wolt will deliver their favorite menu. According to the company, the geolocation data can be transferred to any delivery service cooperating with McDelivery, currently available only in Sweden. Swedes can only get the limited edition covers on McDonald’s social media and can not buy them.
“We like to surprise our customers with new smart solutions that make it even easier to use our menu. The Marketing team has already seen the success of McDelivery since the launch of home deliveries a little over a year ago. We also want to offer all picnic lovers to be able to offer their Big Mac and Happy Meal directly on the cover”, says Sofie Lager, Marketing Director at McDonald’s Sweden.
L’innovation at the heart of McDonald’s strategy
For Macdonald’s Sweden this is not his first try. The restaurant chain has recently introduced another innovation in collaboration with Nord DDB (which has also created the cover): the smallest McDonald’s in the world – McHive. 2 months ago, in collaboration with Nord DDB, McDonald’s has opened the smallest of its restaurants in the world with a hive like no other.
A brilliant and innovative idea by the giant of fast food. Is not it ?