McDonald's: Coin Hunters
Pernille Zillmer, Kim Jørgensen and Pia NiemannDDB Copenhagen and OMD Denmark
Campaign details
Brand owner: McDonald'sAgency: DDB Copenhagen and OMD DenmarkBrand: CoinoffersCountry: DenmarkIndustry: Fast food, takeaway outletsMedia budget (USD): Up to $500kChannels 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...