Client: McDonald's
When Meta announced the closure of Workplace, McDonald’s faced an immediate global challenge: how to maintain communication with 2.1 million crew members when its only internal platform was being switched off. MSL responded by reimagining the role of internal communications entirely. Rather than a like-for-like replacement, McD Connect was designed as a new kind of digital space, built around a simple idea: connection sparks everything. The platform combined intuitive functionality with a distinctive identity, anchored by a “spark” motif inspired by McDonald’s heritage. This creative system ran across the product experience and global launch campaign, turning a technical migration into something engaging, recognisable and easy to adopt. A four-phase rollout, set-up, tease, launch and embed, ensured the platform landed consistently across markets while allowing for local activation. From crew room posters and countdown content to launch challenges and cultural moments, the campaign drove both immediate sign-up and sustained engagement. The results were rapid and global. Within months, McD Connect launched in 26 countries, reaching over 700,000 employees. More than 469,000 became active users, with 58% activation overall and over 70% adoption in 15 markets. In some regions, engagement has already surpassed Workplace, with users returning regularly, including daily use in key markets. By turning disruption into momentum, McD Connect became more than a platform. It established a new, scalable model for connection, embedding communication, culture and community into the everyday rhythm of McDonald’s crew worldwide.
