tms launches “Raise your Arches” campaign in the McDonald’s app

Fancy a McDonald’s? An invitation to McDonald’s is so universally understood, it can be communicated without uttering a single word. Sometimes a simple eyebrow raise is all it takes.

Asked to create a campaign that complements the film “Raise your Arches” developed by Leo Burnett, tms got to work in translating the fun and excitement of this TV Ad to the app experience through an interactive offer reveal mechanic. Over a backdrop of soundtrack “Oh Yeah” by Yello, this activation drives further engagement in the McDonald’s app, our team crafted and executed the concept, digital design and build for this in-app activation.

From 16th through to 29th January, UK McDonald’s app users can ‘raise the arches’ of the two main characters from the TV ad to be awarded with a mouth-watering food offer for redeeming the same day.

“Raise Your Arches is such an excellent campaign idea — we couldn’t wait to get started on the App Sales Promo to support it. Leveraging strong campaign insights, we kept the app concept simple so customers can reveal offers quickly and ask each other… ‘Fancy a McDonald’s?’” said Gemma Downing, Account Director at tms.

This program has been featured in:

– Campaign UK

– The Drum 

– Ad Gully