McDonald's SG launches 'Collect Quest' to boost app engagement

share on

twitter /
facebook /
linkedin /
- email
- telegram
- whatsapp
- wechat
- pinterest
- line
- snapchat
- reddit

McDonald’s Singapore has launched 'Collect Quest', an initiative designed to increase user engagement through first-party data in its mobile app. The campaign encourages users to complete various tasks to earn digital badges and offers prizes such as the iPhone 16 Pro, Google Pixel 9, staycations, and flight tickets.

In collaboration with OMD and DDB, the campaign aims to leverage historical app data to strengthen customer relationships. McDonald’s believes this approach incentivises continued engagement and frequent app use.

The campaign utilises first-party data to enhance personalised user experiences. Users earn badges based on their specific app behaviors, such as their MyMcDonald’s membership duration. Audience segmentation is conducted using Google Analytics (GA4) and insights from Omnicom’s Annalect division, targeting both lapsed and active users to increase app interaction.

Don't miss: McDonald's SG sends fans on hunt for stolen artwork to promote new menu item

OMD has segmented audiences by app usage frequency, developing strategies to re-engage inactive users and maintain interest among active users. This data-driven approach, supported by GA4’s capabilities, was emphasised by the company.

The campaign launched in Singapore on 2 December and reportedly attracted 2.9 million unique users in the first two days.

"We analysed and activated McDonald’s data in an effective way. With support from Annalect and Google partners, we achieved this using GA4 segments linked to specific app behaviors. 'Collect Quest' represents an early step in leveraging first-party data and personalisation to maximise campaign performance," said Louis Yeo, head of performance at OMD Singapore, said.

“At McDonald’s, we enjoy finding fun ways to connect with our customers. With 'Collect Quest', we add joy and adventure, with surprises and rewards all month long,” added Drina Chee, senior director of marketing and digital customer experience at McDonald’s.

'Collect Quest' reflects McDonald's strategy to utilise customer data in creating engaging digital experiences, thereby bolstering its brand presence across Asia.

The campaign is part of a broader initiative also running in the Philippines, Hong Kong, Taiwan, and various regions in India. McDonald's has collaborated with Coca-Cola to offer diverse prizes across these markets.

share on