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

Agency: DDB Copenhagen
Advertiser: McDonald's
Brand: McDonald's
Country: 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, the EDAP-category is naturally targeting the most price-sensitive customers: teens and students, to whom every penny counts.