More than 40.000 new users

A total of 342.374 downloaded Apps (= 6,1 % of the Danish population)

With estimated 10 seconds per game and a chance of winning of 70%, people spent a total of 14.000.000 seconds with our brand

Exceeded 200.000 Facebook likers

Media ROI of 3.2 (an increase of 12% compared to the launch campaign)

The best performing media was our Jackpot Zones / Outdoor posters with 4.9 in ROI, and thereby Outdoor was the main contributor to the add-on sales of 13.92 Danish Kroner whenever a customer spent 10 digital coins.

We updated the app, made it available in App Store and on Android Market and distributed 1,000,000 McDonald’s coins (via a pixel QR-code and a sound code) throughout the country, ready to be scanned.

Users hit the jackpot if they got 5 coins in a row when spinning the last flap on the virtual slot machine and they could collect their winnings by scanning the code on the ad. They could participate on various media touch points such as web banners, Facebook and on the radio, but by making all restaurants and outdoor poster sites within certain proximity of the restaurant into Jackpot Zones, bounded by GPS-coordinates, we turned the hunt for coins into a game. All you had to do was to find a Jackpot Zone, activate the app, play and maybe win.

Besides, the directional arrows on the outdoor posters increased the guest count and add-on sales significantly.

Our Coin Hunting activity, used to promote McDonald’s value products, was losing its grip on the young adults. To prevent them from turning to our price-focused competitors, we re-energized the concept by incorporating a Jackpot game integrating multiple platforms.

By adding location-based gamification elements to the existing app, and thereby touching a strong customer passion point, the strategy aimed to fully exploit the visual effects and high exposure of especially the outdoor medium, thus enabling the cross-platform campaign and communicating with the audience on their own terms; on-the-go.

The core concept of collecting visual coins via an app and exchange them for free food remained the same, but instead of scanning the coins on posters, the users had to play a virtual slot machine game and received a coin if only they hit the jackpot. This effective call-to-action proved to be a major force in driving restaurant footfall.