Staff say “i’m lovin’ it” to new McDonald’s campaign

9 December 2003

To coincide with McDonald’s global launch of “i’m lovin’ it” in September this year, McDonald’s New Zealand is running an internal promotion, encouraging awareness of the campaign within the organisation and demonstrating commitment to its crew.

In a world first for McDonald’s, all McDonald’s crew were given a company mobile. The phones are equipped with a customised WAP menu developed especially for McDonald’s by Telecom.

The “i’m lovin’ it” crew promotion involves a weekly “text and play” competition. Set up by Touchpoint, this crew initiative runs from September 2003 to January 2004.

To participate in the weekly “text and play” competition, crew simply text the word “play” using their mobile phone. They are then sent a question that relates to McDonald’s training.

The question is updated every Monday and staff can enter as many times as they wish during the promotion to win instant prizes like music vouchers, movie passes and clothing. When they answer a question correctly, they are also entered in the major prize draw to win great prizes including a home theatre system, a music system, double passes to a McDonald’s corporate box at the Big Day Out and a car.

Crew are also using the Telecom WAP menu on their mobile phones to access information on upcoming McDonald’s events and other relevant information.

So far the promotion has been a huge success, with crew entering over 80,000 times in the first four weeks. At the end of every week, McDonald’s can easily download the instant prizewinners to fulfill the prizes.

McDonald’s is considering further opportunities the phones offer, for example helping manage crew rosters, introducing new products and providing training.

This initiative is run using Touchpoint’s Mobile Promotion tools that have a built-in quiz campaign facility to automate the management and fulfillment of “instant win” prizes and quiz questions.

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