The app reached no. 1 in the app stores only days after its release. The 1,000,000 Coins were collected across all media touch points in just 26 days.

On our Facebook page people asked when and where they could be exposed to new coins, and people created their own web-sites containing both visual and audio codes from our TV, Radio and Outdoor communication.

The campaign had a ROI of almost 2 as for every 10 digital Coins, 19.27 Danish Kroner were spend at the same time. Finally the favourability for McDonald’s among teenagers increased from 2010 to 2011 with 67%.

We distributed 1,000,000 digital Coins (1 Coin = 1 Danish Krone) on both analogue and digital media touch points, for which the customers could collect via a Mobile app and spend in the restaurants.

Beside QR-codes we also made a scan-able sound-code to be used for TV, Radio and Cinema. All media were interlinked so the consumer could only scan a media touch points once a day, but up to 4 touch points within 24 hours. We distributed the digital Coins on a variety of media; TV, Display banners, Mobile banners, Facebook ads, Cinema, Radio, Outdoor posters, Digital screens in trains and buses and on our Facebook and YouTube pages. All media were selected based on their connection to the customer’s “journey” throughout the day. To increase the engagement we informed the customers on our Facebook page where and when they could find codes on TV, Radio, Web-sites etc.

McDonald’s has been communicating their value programme ‘Coinoffers’ via push media channels to teenagers and young adults for many years. Studies have shown that the customers didn’t buy into the programme because they loved McDonald’s but merely to get the discounts. With a relationship only based on discounts there is very little loyalty to the brand and this had to change. McDonald’s had to react and evolve in to a brand that could connect and engage on multiple platforms instead of just pushing messages to the broad audience. The strategy was to create a digital currency (digital Coins), that could be earned through user engagement. The digital Coins were made available in all media touch points consumed by the target audience and where gathered in a digital wallet (a mobile App). The Coins the customers could then be used to buy products at the McDonald’s restaurants.