The ambition for Wrapped was clear, but execution came with complexity. McDonald’s had a wealth of transactional and customer data, yet turning this into an engaging campaign raised challenges: limited tagging capacity in the app, the risk of being perceived as too intrusive, and the absence of a framework to translate raw data into insights that felt both relevant and shareable.

We began with a joint brainstorm to define what would resonate: favourite products, most-visited days, loyalty points, or savings through the app. Personas were considered to spark recognition and virality From there, the discussion shifted to feasibility. How many variables could realistically be included, and how could we use the limited tags most effectively? Grouping and categorization rules were evaluated against timing and budget constraints, and a back-planning was created to secure a December launch.

As 20oneC, we stepped in to own the gap, turning the creative ambition into an executable plan. By combining customer data expertise with pragmatic execution, we defined what was technically feasible, what was meaningful for customers, and how to transform these insights into a campaign that worked at scale

With such a rich dataset, the biggest risk was going too broad or detailed, which could overwhelm users or raise privacy concerns. McDonald’s wanted to keep the tone light and playful while avoiding the impression of intrusive tracking. The key decision was to leverage our personalization solution MatchMakerAI to identify customer product preferences and distil them into categories that felt recognizable and shareable.

Together we decided to focus on six simple, balanced categories:

• Favourite product
• Favourite day of the week
• Money saved by using the App
• Ranking among the most active app users (Top X%)
• Favourite sauce or dip
• Favourite soft drink

To make the experience dynamic and accessible, the decision was made to deliver the campaign through an interactive webview inside the McDonald’s App. This gave users a smooth, step-by-step journey instead of a static message.

Once the decision was made to use MatchMakerAI as the personalization solution, we moved from concept to execution. The main challenge was applying the logic within the tagging limits. We mapped product codes into 17 categories, grouped sauces and drinks, and defined ranges for spend and activity levels. Boundaries were refined through several iterations to ensure categories were both meaningful and scalable.

Users were then split into transactional and non-transactional groups. Transactional users were tagged across the six categories, creating a personalized journey. Non-transactional users received a broader, community-focused version, ensuring everyone enjoyed a full experience.

The data revealed some edge cases, such as transactional users who never purchased a drink or sauce. To avoid dead ends, we created fallback subcategories for these groups. These showed more general content but ensured every user still had a full Wrapped journey. The creative content for fallback groups was adjusted to be engaging without highlighting missing behaviour.

The campaign proved to be a success. By combining data-driven personalization with a fun and engaging tone, we created an experience that users recognized, shared, and enjoyed. The collaboration between McDonald’s Austria, our team, and the creative agency was key: technical feasibility, data logic, and creative storytelling came together seamlessly.

Wrapped demonstrated how MatchMaker AI can turn large datasets into a scalable, engaging campaign while respecting both technical constraints and customer trust.