McDonald's: Coin Hunters

Pernille Zillmer, Kim Jørgensen and Pia Niemann
DDB Copenhagen and OMD Denmark

Campaign details

Brand owner: McDonald's
Agency: DDB Copenhagen and OMD Denmark
Brand: Coinoffers
Country: Denmark
Industry: Fast food, takeaway outlets
Media budget (USD): Up to $500k
Channels used: Internet - display, Internet - microsites, widgets, Mobile and apps, Online video, Point-of-purchase, in-store media, Public relations, Radio, Social media, Television, Word of mouth and viral

Executive summary

In 2011 McDonald's, the quick service restaurant operator, introduced a virtual currency into the Danish market. These so-called digital "Coins" were integrated into the brand's advertising elements across all media platforms and could be collected via a purpose-built smartphone app which could scan visual and audio codes embedded in the advertising. When users had enough Coins in their accounts, these could be exchanged for free offers.