McDonald’s India West and South posted a series of fun riddles as a part of their #DriveThruCodes campaign for National Drive Thru Day. The campaign was conceptualised and executed by 22feet Tribal Worldwide, part of the DDB Mudra Group.
Drive-thrus offer customers a safe and convenient way of getting their favourite food. The #DriveThruCodes campaign described each car that comes to the drive-thru in a fun riddle. Users who guessed the correct answer were instantly rewarded with drive-thru coupon codes. Some leading automobile brands such as Volkswagen, Tata Motors, Mercedes and Maruti Suzuki also joined this Twitter conversation.
Arvind R P, director of marketing and communications (West & South), McDonald’s India, said, “In the current times, drive-thrus have emerged as a customer favourite, offering them great convenience and safety, all at once. McDonald’s (West and South) has over 60 drive-thru restaurants and we wanted to create some buzz around National Drive Thru day to engage customers while promoting our Drive-Thru service. The icing on the cake of course was getting top automobile brands to engage along with us.”
The campaign garnered 99 per cent positive/neutral sentiments on Twitter. With an engagement rate of 9.1 per cent, #DriveThruCodes trended at number 29 pan-India.
Debashish Ghosh, national creative director, 22feet Tribal Worldwide, said, “Drive thru day brought in some fresh thoughts. As they work only if people have vehicles, we recognized that consumers don’t engage with one brand in isolation but multiple at the same time. Being the feel-good brand that we are, we couldn’t focus just on ourselves anymore. The team decided to riddle Twitter about cars rather than our own menu to kickstart a little party. With people and even car brands gate-crashing, the response shows that the gamification connected really well.”