With mini-burgers and wraps popping up all over Quick Service Restaurants (QSR), McDonald’s wanted to test the waters on a new, downsized version of its signature Big Mac served in a warm flour tortilla instead of a sesame seed bun. The new creation was rolled out in specific test markets, including Houston Texas. McDonald’s wanted to test the new product with a new media, and went to Tetherball to launch the ability to send messages to Houston Rockets Fans via text.
1. Drive awareness of the new McDonald’s Wrap Mac menu item through a medium where interactive response is required to achieve offer.
2. Send valuable coupon offers to fans that texted in to a short code. Measure the number of responses driven via Houston Rocket’s games.
Tetherball worked with McDonald’s to develop a campaign that included a call to action promotion that encouraged consumers to text in and receive a message for a free Wrap Mac. Promotions were broadcasted via JumboTron that gave the short code. The consumer then texted WRAP MAC to the short code and was sent a coupon for a Free Snack Wrap Mac.
29% redemption rate
During the length of the promotion, over 26,000 offers were sent to Fans. Over 29% of those coupons were then redeemed in Houston and surrounding area McDonald’s.