Armadillo Wins Runner Up at the Torchies Awards 2024
“MyMcDonald’s Rewards” is key to the McDonald’s value offering. Millions of customers earn points to get free food through the loyalty programme. But Armadillo’s analysis showed that millions of points remained unspent.
Armadillo’s customers could be getting more of what they love, for less. Armadillo wanted to help them enjoy the rewards they’d already earned.
Rather than bombard the fans with generic deals, Armadillo’s strategy was to build a programme that combined innovative email interactivity with deep, predictive modelling.
The team at Armadillo combined several predictive models with customer data, delivering not only the right message at the right time but also tailoring offers to their needs and their value. All ensuring the most valuable customers always felt it.
To achieve this, 387 individual elements are dynamically assembled into over 13,000 personalised experiences.
Armadillo needed to push Braze as far as possible to make sure that it wasn’t just dynamic and meaningful for every customer, but also scalable and easy to maintain. After all, McDonald’s isn’t a business that stands still. Every offer, product, reward, and message might need to change, without there being a heavy lift to update these journeys.
This gave Armadillo the opportunity to put their MarTech experts to work to create:
- Reusable content blocks that contained all of the dynamic logic, interactivity, and re-usable content
- Catalogues that contained all of the offer, product, and restaurant content
- Dynamic links and interactivity that connected entire customer journeys together – like a propensity modelled set of offers that allow a customer to explore which offer they want, choose it, and have it delivered to their app in seconds.
- Finally, Armadillo made use of the Intelligence Suite to test and optimise everything at scale – without needing manual intervention.
The team at Armadillo is so excited that this work was a runner-up for Braze’s Partner Campaign of the Year!
