We understood that Costa Rican’s face an odyssey on the streets every morning with heavy traffic and endless hours of waiting, where they are forced to skip their breakfast and their coffee, in order to arrive on time to their destination. Traffic app “waze” (a GPS based navigation app that directs you to the best routes for your commute) has become the ideal way to beat this morning chaos. In Costa Rica there are over 800,000 waze users out of 1.2 million registered drivers, so when users searched for the best routes every morning, McDonald’s enticed them to stop by for free coffee by incorporating coffee-cup-shaped icons located at all McDonald’s restaurants!

In the middle of traffic, when passing by the closest McDonald’s, a free coffee icon could be seen on the Waze app, and when clicked on, a pop up would appear advising of the promotion.

Through the Waze platform, we generated 3 million impressions, 11,500 pin clicks and 1 million displayed coupons in only 15 days. With this campaign we achieved a delivery of over 20,000 cups of coffee surpassing our goal by 300% and increasing sales by 5% during the breakfast schedule.

With our campaign we brought in thousands of Costa Rican’s by having them crave our coffee, but not only that, we were also able to entice them to take the time to have breakfast at McDonald’s.