Singapore – McDonald’s Singapore is introducing a way to reward its customers through the new ‘Collect Quest’ campaign in-app, which leverages first-party data.
The launch of Collect Quest comes along with a campaign in a tie-up with Coca-Cola, OMD, and DDB.
Through the app, customers can accomplish a set of tasks to collect digital badges and get a chance to win iPhone 16 Pro, Google Pixel 9, and staycations among others.
Badges are given to McDonald’s app users depending on how they use the app and how long they have been members. Gamified apps are also available to capture users’ attention.
The campaign aims to celebrate its relationships with customers by analysing past app behaviour. At the same time, it also invites people to engage more with the app.
Its data-driven approach is supported by Google Analytics (GA4), allowing them to segment audiences based on app users. The strategy aims to maintain its users and recapture lapsed users.
Launched in Singapore on December 2, the campaign will also be rolled out in the Philippines, Hong Kong, Taiwan, and India.
Louis Yeo, head of performance at OMD Singapore, said, “We had the task of analysing and activating the wealth of McDonald’s data in a scalable and effective way. Together with Annalect and our partners at Google, we managed to achieve this through GA4 segments tied to specific app behaviours and patterns. Collect Quest is just an early step in our effort to leverage first-party data and personalisation to maximise campaign performance.”
“At McDonald’s, we love finding fun ways to connect with our customers and make each time memorable. With Collect Quest, we’re bringing extra joy and adventure, along with surprises and rewards all month long!” Drina Chee, senior director of marketing and digital customer experience at McDonald’s, commented.
