Using mobile to create personal relevance

Here at Plexure, we love mobile and we love marketing, but what really makes us happy is when we see our clients using our platform to bring the two together and create remarkable results! DDB & Tribal have just taken out the ‘Bottom Line Impact Award’ at the2014 International Design for Experience Awards(DfE) for their work with the new McDonald’s Netherlands app.

Plexure was deployed to evolve the existing McDonald’s Netherlands store locator app into a rich, personalized user experience that enables rewards, loyalty and geo-targeted offers to be delivered with measurable results.

By integrating with the Plexure platform, the McDonald's app shifted from a simple source of information to a sophisticated CRM mobile marketing program that incentivizes and rewards known customers. The platform allows for personalized offers, measures loyalty and provides surprise and delight to customers- for example by allowing them to shake their phone when close to a restaurant to receive mystery coupons. Registration details, social profile, location, usage and closed loop redemption data provide accurate quantitative marketing information that allows for the development of a highly sophisticated CRM program.

The DfE awards recognize excellence in all aspects of experience design and the winners in each category were chosen in large part based on what other professionals can learn from their achievements.

McDonald’s has clearly highlighted that the key to success is not simply mobile - it’s about using mobile to create personal relevance.