Coinoffers is a range of products that can be bought for a coin. In Danish currency that means really cheap! The problem was, however, that the target audience bought Coinoffers because it was cheap and convenient – not because they related to the brand. Furthermore, competitors had started to run similar offerings aimed at the same target group. Our job was to revitalize the Coinoffers platform and get an ad-tired audience to engage with the McDonald's brand.We created our own digital currency – one that would have to be earned by participation and brand engagement.Conventional QR codes were transformed into ‘pixel codes’ resembling the real Coinoffers range. Each code held the value of one virtual coin. We distributed 1 million virtual coins throughout the country and invited users to go collect them with a new, purpose built smartphone App. Coins were integrated into McDonald's' advertising elements across all media platforms as well in unexpected places. Once enough Coins had been collected, they could be used on real Coinoffers at any McDonald's restaurant in the country.The App became the fastest downloaded commercial App in Denmark ever. Reaching number 1 on iTunes App Store and Android Market only days after its release.191,417 downloaded Apps in total … Equal to 3.5% of the entire Danish population!We reached 2 million Facebook impressions and hit the magic 100,000 fans mark in just a few weeks.The campaign got extensive press coverage and was one of the most discussed topics across social media.

We were going to use QR Codes in our solution. We re-built them so they looked like pixelated images of the McDonald's products that you could buy. Therefore it was natural that the entire campaign universe had a pixlated look and referred to old-school computer games.

The app became the fastest downloaded commercial app in Denmark ever, reaching No.1 on iTunes App Store and Android Market only days after its release.191,417 downloaded Apps in total … Equal to 3.5% of the entire Danish population!We reached 2m Facebook impressions and hit the magic 100,000 fans mark in just a few weeks.The campaign got extensive press coverage and was one of the most discussed topics across social media.