The document discusses McDonald's "Happy Table" marketing campaign in Singapore. The campaign used NFC technology to create an interactive tabletop gaming experience for kids in restaurants. The goals were to keep kids entertained longer, increase time spent and frequency of visits to McDonald's locations. Initial tests saw positive results, and McDonald's plans to expand the Happy Table concept to other Asian markets. The campaign demonstrates McDonald's efforts to incorporate new technologies into engaging promotions.

1. McDonald's
By-Sachin Pratap Singh
MBA3 (1357)

2. A Short Introduction Of The Brand
▪ The McDonald's Corporation is the world's largest chain of hamburger fast food
restaurants.
▪ The company began in 1940 as a barbecue restaurant operated by Richard and
Maurice McDonald's
▪ A McDonald's restaurant is operated by either a franchisee, an affiliate .
▪ McDonald's Corporation had annual revenues of $27.5 billion, and profits of $5.5
billion.
▪ In response to changing consumer tastes, the company has expanded its menu.

3. ▪ McDonald's NFC Powered Happy Table is the first of its kind , targeting families with
NFC enabled smartphones to create unique interactive worlds for kids to play with in
store
▪ The Happy Table is currently only available in Yishun, Singapore. While the project will
be removed soon, McDonalds states that it intends to launch The Happy Table
throughout the region eventually.

4. The Situation
Analysis

5. Competitive Analysis
▪ All over the world, kids love McDonald‘s because there are playgrounds that they
can play in. This is not the case in Singapore, where real estate is scarce and very
expensive.
▪ Kids will no longer have to feel fidgety while eating their Happy Meals, they can
play on the Happy Tables as they wish.
▪ So why not use something that is already in the restaurants? This is a very good
example of using near-field communication to make ordinary things extraordinary.

6. Economical & Legal Analysis
In the best tradition of cheap, hacked-together projects, the Happy Table
actually works very well. It is cheap on the hardware side—all that's required
for the restaurant is a few dollars' worth of NFC tags that don't contain any
proprietary information. On the software side, there's an app to write that can
detect those tags and also entertain the kids, and that can't look cheap or hacked
together. But once it's written, the cost of rolling it out widely is very low.
That's what McDonald's plans to do next, all over Asia.

7. Industry Analysis
▪ McDonald‘s concept of Happy Meals. They extended
this thought to their ‗Happy Table‘ marketing strategy.
The ‗Happy Table‘ game, designed in partnership with
the ad agency DDB, uses a mix of NFC (Near Field
Communication) and Scaletrix design technology in
Singapore‘s Yinshun branch.

8. Consumer Behavior Analysis
McDonald‘s has launched the Happy Table, an NFC-
enabled table that aims to drive mobile engagement inside
the restaurant. Kids can hold their phones over the table to
play a game on the surface, keeping them occupied and
entertained during their visit. You can pair a mobile phone
with the table by simply tapping it. One of the games on
offer requires you to move the phone along the surface to
make a car and road appear on the screen.

9. Objective Of The Campaign
Connecting with Kids :-
Using latest technology such as interactive games helped McDonald‘s connect with kids in a
way they really like and understand creating strong word of mouth publicity.
Creating traffic and engagement :-
This marketing strategy helped increase foot traffic, persuaded people to stay in the store
longer and also led to more frequent visits – the ultimate aim of engagement marketing. The
longer people stayed in the store, the better the chances for more upsells.

10. Objective Of The Campaign
Statement of Intent :-
The program sent out a strong statement to parents that McDonald‘s would do what it
takes to offer an entertaining experience for kids.
Contemporary Image:-
It‘s easy for a 73 year old brand to look fuddy-duddy but this promotion showed that
McDonald‘s is with the times and will use modern technology to be relevant to this
generation of tech friendly kids.

11. Strategy and execution
▪ The program was in line with McDonald‘s strategy of ‗make the kids
happy and the parents will bring them
▪ It catered to a strong need of children – to always play or be engaged in
fun activity.
▪ It was a subtle approach. ‗Happy Table‘ quietly enticed kids to spend
more time in the McDonald‘s store.
▪ It was a subtle approach. ‗Happy Table‘ quietly enticed kids to spend
more time in the McDonald‘s store.
▪ Using latest technology such as interactive games helped McDonald‘s
connect with kids in a way they really like and understand creating
strong word of mouth publicity.

12. • The program sent out a strong statement to
parents that McDonald‘s would do what it
takes to offer an entertaining experience for
kids.
• t‘s easy for a 73 year old brand to look fuddy-
duddy but this promotion showed that
McDonald‘s is with the times and will use
modern technology to be relevant to this
generation of tech friendly kids.

13. Results
• The game is targeted at kids to encourage them to stay longer at McDonald‘s stores. Kids
can borrow their parents‘ NFC phones and play while waiting for them to finish eating.
• The campaign, which ran in July and August, received positive results according to Daniel
Lee, Director of Digital Projects for APAC/ Middle East/ Africa region.
• The campaign has ended, but McDonald‘s Singapore is planning to roll it out in
Singapore, Japan and other Asian markets eventually
• The game encourages consumers to stay longer at the store. An increase in time spent
inside a store could mean an increase in revenues for McDonald‘s.

14. Learning and Conclusion
However, the slow uptake of NFC did not deter
McDonald‘s from experimenting with it. The
Happy Table campaign speaks to McDonald‘s
efforts of constantly incorporating emerging
trends into their daily initiatives. Some
campaigns such as the ―Happy Table‖ campaign
are successful while some are not. In the long
term, however, McDonald‘s bold mobile
initiatives help McDonald‘s stay ahead of the
competition.