@danlee888
DANIEL LEE DIRECTOR - DIGITAL PROJECTS APMEA, McDONALD’S
ENHANCING THE CUSTOMER JOURNEY
WITH SOCIAL, MOBILE & DIGITAL EXPERIENCES
Daniel Lee Senior Director, Digital Experience Lead APMEA McDonald’s
Asia’s Customer Festival, October 2014
@danlee888
IS YOUR LIFE AS SIMPLE AS A CAT?
IS YOUR LIFE AS CAREFREE AS A CAT?
DISTRACTED, ATTENTION-DEFICIT, STRESSED, APATHETIC
@danlee888
3 STORIES 3 LEARNINGS
ONE COMMON THREAD
@danlee888
McDONALD’S SURPRISE ALARM !
FIND THE INTERSECTION BETWEEN YOUR BRAND AND YOUR CUSTOMER’S DAILY LIFE
@danlee888
McDONALD’S SURPRISE ALARM !
!Brand Challenge Make breakfast at McDonald’s
relevant to new customers
@danlee888
83 percent of people between the
ages of 18 and 29 use their mobile phones to
wake up in the morning
@danlee888
McDONALD’S SURPRISE ALARM !
FIND THE INTERSECTION BETWEEN YOUR BRAND AND YOUR CUSTOMER’S
DAILY LIFE
PERFECT INTERSECTION WORD OF MOUTH
DRIVES TO ACTION IN STORE
@danlee888
EMLINGS !
THE CUSTOMER JOURNEY DOESN’T END AT THE DESTINATION
@danlee888
EMLINGS !
!
!Brand Challenge Be “Kid loved, Mum approved”
@danlee888
EMLINGS !
THE CUSTOMER JOURNEY DOESN’T END AT THE DESTINATION
FUN (BUT WITH A
PURPOSE)
LEVERAGES BRING YOUR OWN
DEVICE (BYOD)
THE EXPERIENCE IS A PLATFORM
@danlee888
`#BETTER TOGETHER
!
THE BEST JOURNEYS ARE WITH FRIENDS
@danlee888
`#BETTER TOGETHER
!
Brand Challenge Feed the hunger but build
something more meaningful
@danlee888
@danlee888
#BETTER TOGETHER !
THE BEST JOURNEYS ARE WITH FRIENDS
THE BRAND IS THE HERO
WE ALL SHOULD SPEND MORE TIME
WITH FRIENDS!
REAL WORLD CONNECTIONS
TRUMPS DIGITAL
@danlee888
FIND THE INTERSECTION
BETWEEN YOUR BRAND AND YOUR
CUSTOMER’S DAILY LIFE
THE CUSTOMER JOURNEY DOESN’T
END AT THE DESTINATION
THE BEST JOURNEYS ARE WITH FRIENDS
@danlee888
WHAT WAS THE COMMON THREAD IN EACH OF THESE STORIES?
!
@danlee888
THE CUSTOMER JOURNEY!
DIGITAL EXPERIENCES!
PHYSICAL EXPERIENCES!
THE MOST POWERFUL CUSTOMER JOURNEYS BRIDGE PHYSICAL AND DIGITAL EXPERIENCES
@danlee888
THANK YOU
