Gen Z, highly immersed in digital culture, expects hyper-personalized, seamless, and entertaining brand interactions. The “Mood for Mac” experience was created to turn this moment of choice into an opportunity for surprise, delight, and innovation — redefining the way the brand connects emotionally with fans. The strategy for "Mood for Mac" was built around three key objectives: increasing engagement with the MyM app, boosting personalization of customer interactions, and driving reward redemptions. The solution to this challenge came in the form of the “Mood for Mac” campaign, an activation designed to personalize MyM members' experience through mood-based rewards. The creative concept revolved around a simple insight: people’s emotions significantly influence their food choices. This led to the development of a fun, engaging experience powered by AI-driven facial recognition technology that allowed McDonald's to detect fans’ real-time moods and offer personalized meal recommendations. The heart of the campaign was the MyM app, which became the central tool for delivering personalized rewards. Fans who used the app had their emotions recognized via facial expression analysis, whether happy, hungry, or excited, triggering a personalized reward directly linked to their mood. The app, which already contained customer past orders data, was used to further enhance the personalization, ensuring the rewards were highly relevant and according to their preferences. In addition to the app, McDonald’s introduced screensavers in the Self-Ordering Kiosks (SOKs) and created an interactive in-store digital display. Positioned strategically in a selected location, Campo Grande McDonald’s, this display provided a real-time experience where non-app users could engage in the same mood-based activation by scanning their faces to detect their moods. It didn’t offer rewards—it encouraged users to download the app to fully benefit from the experience, seamlessly converting in-store interactions into new app registrations. The campaign also took a social-first approach, with influencers and user-generated content fueling excitement on platforms like Instagram and TikTok, where fans shared their experiences and rewards. This blended digital, social, and physical experiences to create a holistic, immersive campaign.