Build something worldwide.

What is Worldwide?

Every two years, McDonald’s hosts their Worldwide Convention to gather their most important stakeholders for inspiration, information, and celebration. From daily global sessions and A-list entertainment, to interactive learning experiences and an exhibit floor spanning more than four football fields, Worldwide is the event that connects attendees from over 120 countries across the McDonald’s System and charts the business’s trajectory.

Each year, the Convention agenda is developed to meet the current needs of McDonald’s people and their customers. With unprecedented disruptions taking place in their business, the 2018 event needed to be more immersive and insightful than ever before. Just as McDonald’s is committed to driving decisions based on customer insights, this year’s convention needed to be driven by the insights of their attendees. McDonald’s partnered with Kindle Communications and Clique Studios to create a digital strategy and platform that would drive a truly valuable experience, using data to make it personalized.

Interconnected platforms.

A website to tease the event, encourage registration, and enable remote audiences to engage; an iOS application and an Android application for conference goers to interact and share their experiences; and a suite of custom APIs to interconnect everything.

Real-time data.

A built-in feedback and ratings system for live customer insights, with the ability to take immediate action to improve the experience. We built a custom dashboard to measure and understand the audience, enabling strategically targeted content.

Personalization.

A customizable platform instead of a one-size-fits-all approach. With the ability for users to create their own profiles, customize the color scheme, and give feedback, we were able to store user preferences and tailor an individualized experience for each.

Gamification.

A little friendly competition, with a badging system that kept users engaged throughout the convention. Participants collected different badges based on registration details and their interactivity with the app, promoting constant interaction.

Social interaction.

A social network of its own, the app featured a Photo Stream for users to post photos, equipped with liking and commenting functionalities that further prompted interactivity.

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Partners in crime.

For over 20 years, Kindle Communications has worked closely with McDonald’s internal teams to produce the bi-annual Worldwide Convention—including developing content and messaging, staging and lighting design, procuring entertainment, and producing graphics and videos, Kindle is involved in nearly every aspect of the Convention.

For the past four years, Kindle Communications and Clique Studios have partnered as an arm of McDonald’s Corporation’s digital team. Kindle acts as the main client contact, putting forth and communicating the strategic plans while collaborating with Clique to design and develop the best user experience.

The partnership was formed with the common goals of going above and beyond for our clients, providing an intuitive and advantageous digital experience for attendees, and tackling a myriad of design and technical challenges. In doing so, we’ve leveraged our complementary skills, putting both partners in the position to do what we do best, and leading to our continually renewed collaboration. We have a mutual understanding and trust in our partnership that allows us to be extremely flexible for our clients to deliver the unexpected.