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Why Did McDonald's Snapchat+ Deal Fail So Many Customers?
McDonald's and Snapchat launched a groundbreaking partnership on June 10, 2025, offering MyMcDonald's Rewards members the opportunity to redeem a free one-month Snapchat+ subscription using their loyalty points. This collaboration represents the first time McDonald's has offered a digital subscription service as a redeemable reward, marking a significant evolution in their rewards program strategy.
Partnership Details and Requirements
The promotion runs from June 10 through July 7, 2025, exclusively for US-based MyMcDonald's Rewards members. To participate, you need 1,500 MyMcDonald's points in your account - points you earn by ordering food through the McDonald's app. The redemption process involves navigating to the "Rewards & Deals" section of the McDonald's app and locating the Snapchat+ icon under "More Rewards".
Once you exchange your points, you receive a unique code that must be entered on Snapchat's dedicated redemption website, not within the Snapchat app itself. This external redemption process has created some confusion among users who expected to redeem directly through the Snapchat application.
Critical Eligibility Restrictions
The offer comes with a crucial limitation: it's exclusively for new Snapchat+ subscribers. If you've previously held a Snapchat+ subscription - even a free trial - you're ineligible for this promotion. This restriction has disappointed many users who discovered their ineligibility only after attempting redemption.
McDonald's employees on Reddit expressed particular frustration, with one noting that despite McDonald's workforce being largely under 20, the offer sold out quickly, leaving many unable to participate. The limited supply nature of the promotion, combined with McDonald's massive user base of over 150 million rewards members globally, contributed to rapid depletion of available codes.
Snapchat+ Features and Value Proposition
Snapchat+ typically costs $3.99 monthly or $29.99 annually, providing subscribers access to exclusive features including:
- Customizable app icons
- Premium chat wallpapers
- AI Bitmoji pets
- Early access to experimental features
- Pre-release functionality testing
The subscription service has experienced remarkable growth, with Snapchat+ subscribers doubling from 7 million to 14 million users in 2024, now reaching nearly 15 million subscribers and generating approximately $500 million in annual revenue.
Strategic Business Implications
This partnership serves multiple strategic purposes for both companies. McDonald's aims to provide "feel-good moments" and experiences that are "social, relevant, and rewarding" to their customer base, according to Jackie Bruzek, VP of Customer Engagement at McDonald's USA. The collaboration allows McDonald's to meet customers "where they are" with fresh, engaging rewards beyond traditional food offerings.
For Snapchat, the partnership represents an opportunity to expand their subscriber base by introducing McDonald's extensive user community to premium features. Katelyn Kroneman, US Head of Verticals at Snap Inc., emphasized that the collaboration "combines loyalty with creativity" while helping brands connect more meaningfully with their audience.
User Experience and Challenges
The redemption process, while straightforward in concept, has presented practical challenges. Users must complete redemption through Snapchat's external website rather than the mobile app, creating an additional step that some find cumbersome. Additionally, the "new subscribers only" restriction isn't prominently displayed during the initial redemption process, leading to disappointment when codes are rejected.
The limited availability has also created urgency and frustration among potential users. Reddit discussions reveal that the offer appeared "sold out" relatively quickly, with no clear indication of how many redemptions were available.
Looking Forward
This collaboration represents a significant shift in loyalty program offerings, bridging traditional food service rewards with digital entertainment subscriptions. McDonald's plans to reach 250 million active rewards users by 2027, suggesting potential for similar cross-industry partnerships in the future.
The success of this promotion may influence other quick-service restaurants to explore digital subscription rewards, potentially reshaping how loyalty programs engage younger demographics who value social media experiences alongside traditional food rewards.