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,...