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Case Study

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How McDonald's Australia kicked customer engagement goals with a footy-loving chatbot

How McDonalds Australia

Industry:

Retail

Integrations:

Meta

Use Case:

Customer engagement

Table of Contents

12%

instant reduction in agent volume 

53%

of chat enquiries handled by a chatbot

“The way they can work with people who aren't technically savvy makes it super easy. As the client, you get what you want without having to work too hard.”

- Amy Phillips, Southwest Marketing Assistant, McDonald’s

When McDonald’s Australia partners with other iconic brands, they need a team behind them to deliver exceptional customer experiences. Their first pick? inGenious AI.

McDonald's Australia

McDonald’s is one of Australia’s most well-known brands with millions of customers each year. Their marketing and customer engagement activities – like a conversational chatbot to drive a brand partnership with 6 key AFL clubs – aim to deliver the same exceptional customer experience customers expect from McDonald’s instore and online.

Challenges

A simple play with a complicated backend

Highlights

  • Multiple parties involved in the backend

 

  • Maintaining McDonald’s brand voice

 

  • Seamless journey from campaign ad to chatbot to redeeming voucher

When a brand giant like McDonald’s Australia decides to do a high-profile partnership, there’s a lot at stake. Getting the promotion and the platform just right is critical. 

The Pre-Game Routine promotion was a season-long campaign planned across six AFL clubs. Ads across channels funnelled thousands of fans into a single chatbot run through Facebook Messenger. By sharing their pre-game routine, AFL fans could earn food and drink vouchers for use on the myMaccas app. 

What made the task more complicated was just how many hands were in that box of nuggets. Four different parties –  McDonald’s Australia, Meta, an external communications agency and inGenious AI – had to align to make it happen. 

“It needed to work seamlessly from the ads through to Messenger, and not negatively impact our customer service teams,” recalls Amy Phillips, Southwest Marketing Assistant with McDonald’s Australia. 

“Everyone had their roles to play and it had to be one team effort.” 

It had to be simple for consumers to get from social media channels, out-of-home advertising, digital and audio advertising to the Meta-hosted chatbot – all while reflecting the McDonald’s Australia brand voice.  

“We wanted to make it easy for the consumer to get from that initial entry point through to receiving their voucher and using it in their myMaccas app,” says Amy. 

“We have a pretty distinct brand – we’re fun and playful, but have a responsible side. We wanted to be actively talking to AFL fans using language they would use,” recalls Amy.  

“We wanted to make it easy for the consumer to get from that initial entry point through to receiving their voucher and using it in their myMaccas app.”

Solution

Teamwork makes for seamless integration

Highlights

  • A conversational chatbot reflecting the McDonald’s Australia brand voice

 

  • Integration with Meta’s Facebook Messenger, McDonald’s CRM and the myMaccas app

 

  • Tailored reporting dashboard for chatbot and campaign

McDonald’s Australia had worked with inGenious AI on several previous chatbot campaigns so they knew exactly who to turn to. 

“The relationship has evolved quite a lot since the first project,” says Amy. 

“inGenious AI knew more about our brand, and we knew how the tech side of things worked this time around. We were able to tell them exactly what we wanted and they came back with a step-by-step plan to pull it all together,” says Amy.  

inGenious AI took a leading role in the multi-agency approach making sure that individual elements integrated as planned.  

“The build was straightforward and they helped bring our vision to life,” Amy says. 

“The inGenious AI team built us a tailored dashboard to monitor the chatbot and the campaign. There were things we couldn’t see that they could, so their recommendations were really helpful.” 

“They helped bring our vision to life.”

Results

Launch kicks instant engagement goals

Highlights

  • 90% accuracy of chatbot answers

  • Less than 10% of chatbot users opt to speak to an agent

  • Integration with Genesys systems for customer callbacks and data protection

McDonald’s Australia was floored by how seamlessly the launch went. Despite many moving pieces, different agencies and levels of approval required, the entire chatbot was constructed in a matter of weeks and went live with no downtime or issues. 

“Working with inGenious AI on the tech side of the chatbot was the most straightforward part of the entire campaign,” says Amy. 

With the chatbot built and ready to go, the engagement with fans was immediate.  

“We started 10,000 chat sessions during the campaign and gave away more than 4,000 vouchers to footy fans,” recalls Amy. 

“Our digital engagement went up, our brand partnership recognition went up, and there were some upsale benefits for us too.” 

Users who accessed the myMaccas app were added to McDonald’s Australia CRM for ongoing engagement and special offers. 

“Working with inGenious AI on the tech side of the chatbot was the most straightforward part of the entire campaign.”

Impact

Score the data to build better campaigns

Highlights

  • Low cost 24/7 customer engagement

 

  • Data and insights tailored to McDonald’s business needs

 

  • Add value to high-profile brand partnerships

The customer engagement chatbot built by inGenious AI allowed McDonald’s Australia to engage with customers at a very low cost, on demand. The tailored dashboard also allowed McDonald’s Australia to keep a close eye on how both the campaign and the chatbot were performing.  

“We could follow along on the dashboard and see how many customers were returning customers each week, and from which channels. That data is invaluable,” says Amy. 

The success of the campaign – and the resulting data – has helped cement the brand partnership between the 6 AFL clubs and McDonald’s Australia.  

“One of our big goals was about brand love; really connecting with the AFL and the individual club fans. And we did that,” remarks Amy. 

With McDonald’s Australia now successfully completing their third campaign with inGenious AI,  Amy reflects on how easy it is to do business with the team. 

“They are fantastic, to be honest. They were able to explain things and work through things with us, so we could gain that knowledge and know what we were talking about over time. They made it super easy for us,” recalls Amy. 

“They were able to explain things and work through things with us, so we could gain that knowledge and know what we were talking about over time. They made it super easy for us.”

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