McCrispy Multi-Sensory Media Experience

McDonald’s aimed to reach multicultural Gen Z and young millennials effectively. Given that this audience is always connected, heavy mobile users, and savvy about the latest tech trends, we aimed to reach them effectively by offering an innovative media experience. This strategy aimed to increase McCrispy’s awareness, drive guest count traffic, and boost incremental sales. McDonald's partnered with Adverve and YamiBuy to surprise and delight strongly with the audience.​

Adverve, as a multicultural programmatic vendor, not only has access to a vast network of premium Asian publishers and media but also leads in transforming the advertisement creativity landscape by applying the latest tech developments with trusted partners. In this light, Adverve's recently developed haptic ad technology became one of the strongest hooks in the Asian American advertising industry. This technology creates a touch experience by applying forces, vibrations, or motions to the user via mobile. Going the extra mile, we brought in Yamibuy, a leading Asian-centric online marketplace in the United States, with a strong relationship with the young Asian user base that significantly overlaps our intended target audience.​

Leveraging the latest technology, translating it into a media experience trigger, and laser-focused targeting of young Asian American consumers, McDonald's, Adverve, and Yamibuy collaborated to roll out this unique multi-sensory media experience journey. This mid to low-funnel consumer journey led Asian American youth to digitally experience McCrispy through three different senses: touch, visual, and sound, aiming to entice them to take the final step to taste McCrispy, effectively turning cravings into conversions.