McDONALD’S “I’M LOVIN’ IT!

”
A Case Study - Singapore

Market share increases with activity on Yahoo! Singapore

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Client Objectives
Market Share by Weekly visits
McDonald’s Singapore Weekly Share increases from 2% to 25%
• Launch of the new “I’m Lovin’ It” brand image
• Reach out to a youth oriented audience
• Drive traffic and create awareness of McDonald’s
new website www.mcd.com.sg

Source : Hitwise

Yahoo! Singapore the single largest contributor to

McDonalds traffic
Upstream Sites
Trend declines with the end of activity on Yahoo! Si ngapore
Singapore

Source : Hitwise

McDonalds moves to #1 position for Food & Beverage

Restaurants & Catering sites during their campaign on
Yahoo! Singapore
Ranking by Weekly visits

Source : Hitwise October, 2003

"The 'I'm Lovin' It' campaign on Yahoo! illustrates how the

Internet is now an indispensable part of the media mix of
any major campaign. During the campaign period, Yahoo! Source : Hitwise

drove more traffic to McDonald's Singapore website

(www.mcd.com.sg), which grabbed 25% of all F&B online
traffic and pushed the site to #1 during the campaign. So Conclusion
everywhere you looked -- TV, print and online --
• The campaign activity resulted in sharp increases for
Singaporeans we're lovin' our campaign!"
• market share by weekly visits
- Jowena Liang,
Sr Marketing Manager, • traffic to www.mcd.com.sg from Yahoo! Singapore
McDonald's Restaurants P/L • food & beverage category : ranking by weekly visits