McDonald's Coinoffers: Virtual coins – From launch to effective platform

This case study describes a campaign in Denmark by McDonald's, the fast food chain, targeting price-sensitive teens and students with a gamified mobile app loyalty scheme.

McDonald's Coinoffers: Virtual coins - from launch to effective platform

Agency: DDB CopenhagenAdvertiser: McDonald'sBrand: McDonald'sCountry: Denmark

Objectives

The case makes reference to a launch in November 2011, which serves only as the base period for the first burst.

BUSINESS BACKGROUND

McDonald's assortment consists of several product categories, each with a specific role in relation to driving the business. The role of the EDAP-category1 is to drive Guest Counts (number of transactions, henceforth "GC") to the McDonald's restaurants by always offering good products to extraordinary and iconic price points2. Thus,...

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