Home  › Social › Social Media
mcdonalds460

McDonald's Actual Foursquare Test Numbers: 2,865 Check-Ins

  |  September 20, 2010   |  Comments

The quick-serve brand created a lot of buzz last week when it attributed a 33 percent increase in foot traffic to Foursquare. But newly revealed raw numbers bring McDonald's test campaign back down to earth.

Hold your horses, Foursquare marketers. McDonald's nationwide Foursquare test campaign on April 16 generated 2,865 total check-ins, Rick Wion, social media director for the quick-serve brand, has told ClickZ.

In an e-mail relayed by a Foursquare spokesperson, Wion shed some light on one of the more circulated industry stories of last week where he was originally quoted as saying the pilot lifted foot traffic by a whopping 33 percent. He later clarified that there was a 33 percent lift in check-ins, not overall foot traffic.

Wion then further elaborated on the raw numbers during an e-mail exchange on Friday. "In the days leading up to the campaign, we were averaging roughly 1,800 check-ins per day," he said. "The day of the event, they spiked up to 2,865."

That's a one-day check-ins lift of around 60 percent. And according to Hoovers.com, McDonald's has around 14,000 U.S. locations. Hypothetically, if each check-in was recorded at a different McDonald’s location, then 20 percent of the chain's stores received one customer via Foursquare that day. However, it’s more likely that multiple check-ins occurred at singular urban locations - which means a much smaller percentage of the McDonald’s nationwide received part of the action.

Of course, those facts are sobering compared to a 33 percent jump in foot traffic nationwide.

McDonald's pilot, part of Foursquare's self-promotional "Foursquare Day" last spring, randomly rewarded check-ins on the geo-social platform with $5 or $10 gift cards. The Oak Brook, IL-based brand hasn't disclosed how many gift cards were distributed in the pilot.

But it seems like McDonald's may have achieved a good return on investment for an initiative that cost $1,000. If the check-ins actually purchased meals that day, the fast-food giant's loss-leader for their business was 35 cents per customer.

And Wion appears ready to do more with Foursquare.

"This was a pilot program that was executed as a first foray into this new social space," he said. "We have not done another Foursquare program since then, but we are looking at several different possibilities for future executions."

Update: An earlier version of this story incorrectly stated that .2 percent of McDonald's stores recorded a check-in.

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, August 29 to take advantage of Super Saver Rates!

ABOUT THE AUTHOR

Christopher Heine

Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Social newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

Jobs

    • Sales Planner
      Sales Planner (Verve ) - New YorkAbout Verve   Verve is the leader in location powered mobile advertising. We manage one of the largest mobile...
    • Systems Analyst/Support
      Systems Analyst/Support (Agora Inc. ) - BaltimoreIRIS (Increased Revenue Intuitive Software ) is proprietary software that helps marketers...
    • Client Services Support Specialist
      Client Services Support Specialist (Agora Inc. ) - Delray Beach OVERVIEW:  This position requires a highly motivated and resourceful individual...