CASE STUDY: McCafe tells personality by choice of drink

Background
The fast food market in Philippines is divided between local fastfood joint Jollibee and American giant McDonald's. To drive awareness and McDonalds restaurant walk-ins, mobile advertising network Out There Media and McDonalds teamed up to promote McCafe's iced coffee - a popular drink in tropical Manila.

Aim
To drive awareness and redemptions of McCafe’s iced drinks around downtown Manila.

Execution
The campaign was done via SMS. Target consumers, aged 15 to 35 years old, were encouraged to discover their McCafe personalities. They were, in return, rewarded with a free McCafe iced drink.

Via SMS, consumers were asked to choose their favourite drink. Once they responded, they were rewarded with an SMS coupon that allowed them to redeem a free McCafe iced drink.

Results
Some 18 per cent of the target audience responded with their preferred drink, with the breakdown of 42 per cent for mocha, 40 per cent for latte and 18 per cent for iced coffee. A further 89 per cent requested for branches at which to enjoy redemptions.