McDonald’s Serves Up the Big Mac of Event Apps
McDonald’s Worldwide Convention this year served up a Big Mac of an app that together with its redesigned website and an on-site engagement center transformed its 15,000 attendees into active digital participants.
While the website was a valuable resource for attendees, the app served as the primary communication vehicle on-site. Among its key features: WWChat, a private social network where attendees posted comments, observations and photos, shared their perspectives and participated in discussions. An interactive agenda linked session information to the property map. Participants “checked in” to help foster in-person connectivity. They could also scan the QR code on a colleague’s badge to instantly download their contact information into a self-contained contact list on the app.
Push notifications allowed the company to remain in contact with all 15,000 attendees in an instant or message select groups with specific information. It also delivered video messages from celebrity participants including Ne-Yo, Brittney Payton, David Foster and LeBron James. My Worldwide was a virtual briefcase where users could collect and store event information, including dedicated sections for each user’s profile, notifications, contacts, exhibit information and important documents. And by using the interactive exhibit floor map, attendees could zoom in on an exhibitor, retrieve information and save promotional materials to their devices for later reference.
More than 70 percent of attendees downloaded and used the app; a typical user referenced the app seven to 10 times daily. The internal social component, WWChat, featured 3,301 posts, including 2,900 with photos. McDonald’s was Lovin’ It.