Coupons are usually just handed out to customers so that they can enjoy our usual deals without any effort from their part. But since this is not the usual sandwich, we couldn’t hand out the usual coupons. To emphasize the sandwich’s size, we created the biggest coupon promotion ever. A promotion so big that the coupon could only be sent via WeTransfer. We uploaded a 100-thousando pixel image of the sandwich. Hidden inside, was a tiny tag worth a free Double Big Tasty, which could be found after doing some serious scrolling. With a simple change in the coupon distribution process, we interacted with consumers in a fun, engaging way and created a new coupon distribution platform in the process.

The idea was part of the Double Big Tasty campaign and used, as a limited time offer, after the launch to increase sales. First we created awareness through an integrated campaign and then, once people knew what the product was about and craved it, we launched the promotion. We used Facebook posts and carrousels on McDonald’s Facebook page to communicate the promotion and give a step by step explanation of how it worked. After clicking on the link, they were redirected to our newest distribution platform, WeTransfer, to download a 100 thousand pixel image of the sandwich. Hidden inside it, was a tag worth a free Double Big Tasty, which could be redeemed at the nearest McDonald’s restaurant. A challenging, fun and unprecedented coupon promotion.

The Big Transfer turned out to be a big success with expressive results for McDonald’s. More than 1000 coupons were downloaded in less than 10 minutes. The coupon promotion helped increase in-store traffic by 10.7%. It also helped achieve a coupon revenue of $7,754,305 in the city of São Paulo and aggregated sales of $1.488.930. And last, but not least, we created a new coupon distribution platform that opens up new opportunities for the future.