When 1 out of 2 apps, on average, is deleted in Argentina, Wendy's is stepping up to encourage users to keep the app. Hidden in the app's shortcut menu, users will find a secret 'don't delete' menu with special offers to encourage them to stay.
Don't Delete Menu
Unexpected offers made people think twice before deleting us
Klant
- Wendy's
Onze kantoren
- Argentina
- United States
We realized there was a window to hack users' logic. To prevent them from uninstalling the app, we created an irresistible offer in a secret menu located in the same place where people usually delete the app.
Karina Aiello
General Manager - VML Argentina
Argentina ranks #1 globally on app deletion with a 51.4% rate. This means 1 out of 2 apps downloaded eventually gets deleted after 30 days. With food apps being the favorite category to delete, our Wendy's app was at risk. We needed a solution to stop them from leaving us and the answer was in the app itself.
Interrupt the deleting process by customizing the app’s shortcut menu.
Every time users tried to delete us using haptic touch, they found unexpected offers for them to stay – frequently updated to keep fans engaged.
A remarkable 36% surge in downloads, setting a historic record as the widest gap ever recorded between downloads and deletions – a testament to the app's irresistible appeal and enduring popularity.
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Awards
2023 New York Festivals
Commerce & Creativity - Customer Acquisition & Retention
Gold
2023 New York Festivals
Direct - Small Budget / Big Idea
Gold
2023 New York Festivals
Commerce & Creativity - Innovative Use of Channel
Silver
2023 New York Festivals
Digital/Mobile - eCommerce / mCommerce
Bronze
2023 El Ojo Awards
Direct - Loyalty and/or Brand-Building
Silver
2023 El Ojo Awards
Media - Services
Silver
2023 El Ojo Awards
Brand Experience & Activation - Point of Sale Experiences and Activations
Silver
2023 El Ojo Awards
Media - Digital Platforms
Bronze
2023 El Ojo Awards
Creative Commerce - Mobile-Led Commerce
Bronze
2023 El Ojo Awards
Creative Commerce - Conversational Commerce
Bronze
2023 El Ojo Awards
Creative Commerce - E-commerce websites/Applications
Bronze
2023 El Ojo Awards
Creative Commerce - Brand Strategy and Loyalty
Bronze
2023 El Ojo Awards
Digital & Social - Use of technology
Bronze
2023 London International Awards
Digital - Mobile Advertising
Bronze
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