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McDonald's reports 90% success rate with TrayQuest chatbot campaign
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  • For more than 20 years in Brazil, McDonald’s used tray liners as a communication channel to entertain their customers. With the advent of smartphones however, these tray liners were suddenly not so engaging for customers.

  • McDonald’s created the "TrayQuest" chatbot for Messenger and a series of immersive experiences where people were invited to sync the TrayQuest chatbot with their tray liner and play interactive games for rewards.
 
  • Over 90% of tray liners were activated, creating a direct marketing channel that brought the conversation back to the table.​​
​175,000 people participated in the first 7 days
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