In Spain, McDonald’s offers free WiFi to all its customers. Since the WiFi signal reaches quite far, customers in surrounding restaurants also tend to use the McDonald’s network.
So McDonald’s decided to attract new customers via their own WiFi network. They simply changed the signal’s name into a message and embedded a promotion into it. 🙂
The simplest media channel you already own
This is a tiny idea with a very clear mechanism. A WiFi network name is a broadcast surface. It shows up exactly when people are deciding where to sit, what to order, or whether to move.
Instead of treating WiFi as utility, McDonald’s treated it as a micro-channel for demand capture.
Why the WiFi name works as advertising
- High intent moment. People looking for WiFi are already in “connect me now” mode.
- Local reach. The signal spills into nearby venues, where potential switchers sit.
- Zero-click visibility. You see the message before you even connect.
- Low cost, repeatable. Updating an SSID is simple, fast, and scalable.
Where this crosses from clever to strategic
The strategic move is not the pun. It is the use of owned infrastructure as a distribution channel. When your message sits inside a system people actively scan for, you reduce friction and increase the odds of action.
It is also a reminder that not all “digital” has to be an app. Sometimes it is just naming.
What to take from this if you run retail or CX
- Audit your hidden touchpoints. SSIDs, receipts, kiosks, queue screens, packaging, all are media surfaces.
- Message at the decision point. Proximity channels work best when they align with immediate behavior.
- Keep the offer instantly understandable. People scan lists quickly. Clarity beats cleverness.
- Test and rotate. Like any channel, vary the message to learn what actually moves footfall.
A few fast answers before you act
What did McDonald’s do with its free WiFi in Spain?
It changed the WiFi network name into a message and embedded a promotional offer into the SSID to attract people nearby who could see the network on their devices.
Why does the WiFi signal matter here?
Because it reaches beyond the restaurant itself, meaning people in surrounding venues can still see and use the network, making it a local acquisition channel.
What is an SSID in this context?
It is the WiFi network name that appears in a device’s list of available networks. Changing it changes what people see before connecting.
Is this a “growth hack” or a real marketing tactic?
It is both. It is a lightweight tactic, but it is grounded in a real channel. Owned infrastructure that reaches potential customers at a high-intent moment.
What is the transferable lesson for brands?
Look for owned, ambient digital surfaces where people already scan for utility, then place a clear message there that can drive immediate action.
