McDonalds x Kingfluencers Campaign

McDonald's Switzerland was promoting the MyMcDonald's bonus programme, and the interesting decision had already been made before the campaign started: the rewards were not food but limited-edition merchandise, pins, socks, shoes and hoodies carrying retro logos and characters. That changes the marketing problem. A discount is explained, but a collectible has to be wanted, and wanting is built through scarcity and anticipation rather than information.

Kingfluencers structured the work in two phases across six weeks. The teaser phase withheld the product entirely: creators hinted that a fashion release was coming to the app in December, and told followers to start banking points now, including a specific tip on doubling them through Order and Pay. That is the mechanically important part, because it converted anticipation into an action with a deadline, and the action happened inside the app the campaign was meant to promote. Only in the second phase was the drop announced and the merchandise shown.

The roster was two macro influencers publishing 16 posts. That is a very small cast by the standards of the rest of Kingfluencers' Swiss work, where 10 to 28 creators is typical, and it suggests the mechanism rather than the reach was doing the work.

Kingfluencers reports over 1.9M impressions, 1.3M reach and a 6.30% engagement rate, and says the results far exceeded forecast. The forecast is not published. No app download, points redemption or merchandise sell-through figure is given, which is the outcome a loyalty campaign exists to produce, and all figures are self-reported.