McDonald’s Famous Orders promotion is giving a major boost to the brand’s mobile app downloads. From the Travis Scott Meal, to the BTS Meal, to Saweetie’s glam-packed order, McDonald’s’ celebrity orders aren’t just selling out—they’re driving online engagement with young consumers. In the first week of McDonald’s’ hyped BTS Meal promotion, app installs increased 23% and they saw a 12% gain for daily average users, according to analytics firm Sensor Tower. The Travis Scott Meal was the first celebrity meal in almost 30 years (following the McJordan Special named after Michael Jordan), and Sensor Tower notes that app installs for Scott’s meal saw a 11% gain from the week prior to it launching—a notable uptick considering that McDonald’s didn’t integrate messaging about its mobile app in the $6.8 million it spent on digital and social advertising that ran during Scott’s Famous Orders promotion. YPulse’s celebrity and influencers research shows that food collabs are the No. 1 type of influencer branded content young people want to see. (Marketing Dive)
