MyM – It’s in MyHands
App Campaign
Overview
Drive app engagement through Deals and Loyalty, under the platform idea that McDonald’s is “Everyone’s M” — MyM. However, the MyM icon currently sits hidden at the bottom of the app, and greater awareness was needed to encourage discovery and usage.
The Challenge
McDonald’s wanted to drive stronger recognition of “MyM”, the personalized section of its app, and make it a term customers would naturally associate with their daily interactions with the brand. The challenge was to build awareness of this feature in a way that felt intuitive and memorable—not through explanation, but through a creative idea that made “MyM” instantly understood and owned by users.
The Solution
We uncovered the answer in a simple, universal gesture: using two thumbs to interact with a phone. By framing this natural behavior, the shape of the Golden Arches emerged organically—turning the most iconic “M” into the most personal one. The “It’s in MyHands” campaign made “MyM” more than just a section of the app; it became a symbol of habit, ownership, and everyday connection. Through bold OOH executions and a powerful human insight, McDonald’s showed that its brand doesn’t just live in the app—it lives in you, quite literally, in your hands.
“Possibly the most personal ‘M‘ ever” – COPU, Media Lab
