McDonald’s Canada has launched “Daily Deal Drops” on Twitter, the first time a QSR in Canada has used the platform’s Live Event page to promote daily deals and drive digital conversion.

The QSR’s “#dailydealdrops” campaign started on Apr. 19 and features different food specials daily on Twitter until May 9. Users can follow the event page to see the latest deals in real-time, or “like this tweet” to receive a notification every time a new deal drops.

“COVID has meant an increased reliance on mobile commerce for many sectors and in particular QSR,” Simon Ross, group director of innovation at OMD Canada, McDonald’s media AOR in Canada, tells MiC. “Not just for McDonald’s, but all of the QSR and third-party delivery vendors in Canada.”

With that in mind, the activation offering 21 days of app-exclusive offers was put together to increase penetration and overall usage of the McDonald’s app.

Earlier this year, McDonald’s announced their global growth strategy – Accelerating the Arches – focusing on the three Ds: delivery, drive thru and digital. “Daily Deal Drops really leans into increasing usage of digital, in turn enabling more people to redeem through their mobile devices, in turn driving more traffic into drive thru,” Ross says.

The activation is also supported with Twitter’s subscribe reminders that go out every Monday when the deals drop, as well as ‘like to subscribe’ ads, a Promoted Trend Spotlight takeover unit, and a standard Promoted Tweet ad.