Digital marketing industry case study library

Any agency or media owner can submit case studies to our team and these 11 are the strongest we have received, with the most recent case studies at the top of this page. If you're interested in more digital marketing case studies then review our complete case study library. If you're interested in submitting case studies then email our case studies manager to find out more CaseStudies@DigitalTrainingAcademy.com.

McDonald's has withdrawn a controversial video ad after a huge social media backlash, with one charity accusing it of exploiting child bereavement.

01/06/2017  |  Full story...

Samsung is the most trusted Olympic sponsor brands among UK consumers, while McDonald's is the least trusted, according to new research.

05/09/2016  |  Full story...

Clearly not learning lessons from “Boaty McBoatFace”, McDonalds New Zealand launched a "Create Your Taste" campaign that resulted in a number of highly offensive burger names appearing on its official site. This case study looks at the social media fail...

21/07/2016  |  Full story...

In a novel marketing stunt, Burger King invited McDonald's to put aside rivalries for just one day, and make a 'McWhopper' for World Peace Day. But all did not go to plan as its larger rival refused to bite the bait…

27/08/2015  |  Full story...

At this year’s Super Bowl, McDonalds certainly took the prize for most innovative digital aspect of a campaign, with a two-pronged social media strategy to get people engaging with the brand while watching the game. The fast food chain used its 2015 ad to announce that it will let random customer pay with funny and heart-warming gestures rather than cash. This was followed up with tweets that pledged to giveaway all other products advertised during each ad break- from Toyota cars to superglue.

04/02/2015  |  Full story...

McDonald's latest mascot ‘Happy’, aimed at promoting healthy eating for children, has caused a stir on social media for all the wrong reasons- with many judging the character as ‘terrifying’. The mascot has launched in the US, modelled off the Happy Meal box, with the aim of encouraging kids to eat more fruits, vegetables and low-sugar beverage options like milk and water- foods not commonly associated with the fast food chain. The fast food giant says it “brings fun and excitement to kids’ meals while serving as an ambassador for balanced and wholesome eating.” However, judging by the reaction on social media, it's inspiring more fear than excitement since making its US debut.

21/05/2014  |  Full story...

In March 2014, McDonald’s became the latest brand to run a SnapChat marketing campaign, using NBA star LeBron James to generate buzz on the popular self-destructing photo-sharing app. This case study looks at how the fast-food brand generated thousands of new followers within hours of announcing the stunt.

02/04/2014  |  Full story...

McDonald’s is experimenting with Near Field Communication with a new in-store mobile game that is activated when a user places their device on one of the tables. Targeted at children and dubbed ‘The Happy Table’, the technology is being tested in a McDonald’s in Singapore. Created in partnership ,with agency advertising agency DDB, users can a mobile phone over a table to activate a mobile game.

Brand: McDonalds | Sector: FMCG, Food and Beverage | Country: Singapore | Agency/Partner: DDB | Objective: brand awareness, consideration and purchase | Format: Gaming, Mobile

17/09/2013  |  Full story...

Amid growing uncertainty about the origin of mass-produced food, this timely McDonald’s app turns users' iPhone’s into an ingredient tracker. McDonalds partnered with DDB Sydney to launch the TrackMyMacca’s app in Australia. By using the camera feature of their iPhone, iPad or iTouch, diners can scan the image of the particular food item they have purchased. Using GPS and the free Wi-Fi in McDonald’s outlets, as well as taking note of the date and time, the app is able to access the company’s supply chain. It can, for example, identify the source of ingredients used to create the meat patty in a customer’s quarter pounder, right down to the particular cattle farm.

More on this case study…
Brand: McDonalds | Sector: Food, FMCG, retail | Country: Australia | Agencies: DDB Sydney | Objective: Build brand engagement | Format: Mobile |

14/02/2013  |  Full story...

Groundbreaking econometric modelling from Brand Science has established online advertising’s impact on McDonald’s offline sales and helped to boost Return on Investment (ROI) by optimising media choices. Following hugely successful campaigns in Denmark and Sweden, McDonald’s extended the strategy to Finland – with spectacular results.

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26/04/2010

McDonald’s added interactive advertising to the media mix, which also included radio, print, and TV. By increasing online advertising's reach by 60%, McDonald's boosted product awareness by 8.3% among the 18-49 media target. This lift resulted in 6m more consumers becoming aware of the product. Online makes a real contribution to multichannel campaigns by reaching the same consumers in another complementary environment. It also reaches people other media can't. Among McDonald's target market, the 20% who are not heavy television users are reachable online.

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01/08/2007