McDonald's Virtual Coins: From launch to effective platform
Principal authors: Kim Bagdonas Jørgensen, OMD Denmark; Christian Budtz, DDB Copenhagen
Executive summary
This case is not just a story about how McDonald's developed their successful "Coin Hunting" launch into a platform and created long lasting results. It is a story about how a TV-driven brand like McDonald's took a drastic shift towards Owned and Earned media based on mobile and digital platforms.
Back in 2011 McDonald's introduced a new virtual currency named "Coins", which their customers could collect directly from McDonald's advertisement across various media platforms using a special developed...