Bitecoin is McDonald’s digital coin that can be converted into multiple rewards for our clients. And just like all cryptocurrency, it has to be mined and its value suffers variations at every moment. By collecting 1 bitecoin in their wallet, the client can exchange it for real products at McDonald’s.

We created a limited amount of Bitecoins and spread it across several places. And just like every cryptocurrency, it has to be mined. When passing by McDonald’s OOH using Waze, a notification containing the Bitecoin is sent. Then all one has to do is access the wallet on the Bitecoin site, type in the code and store the fraction of the value. It’s also possible to mine by downloading the app or sharing specific content on social networks. To retrieve it, all one has to do is accumulate 1 Bitecoin.

We had 63,664 thousand impressions on Waze, out of which, 47 thousand were unique users. All of that on the first day of the platform. The conversion game was so much fun that the average time spent on our site was 02:27 minutes.