McDonald's: COINOFFERS JACKPOT

Credits & Description:

Advertiser: McDONALD'S DENMARK
Agency: DDB COPENHAGEN
Category: Best Use of Integrated Media
Media Director: Anne Pedersen (OMD Denmark)
Account Manager: Anthony Watkins (OMD Denmark)
Strategic Director: Christian Budtz (DDB Copenhagen)
Copywriter: Clara Therese Prior-Knock (DDB Copenhagen)
Account Assistance: Naja Pape (OMD Denmark)
Account Director: Pia Niemann (DDB Copenhagen)
Final Artist: Lasse Lalling (DDB Copenhagen)
Copywriter: Stefan Gustafsson (DDB Stockholm)
Director: Thomas Busk (DDB Copenhagen)
AD: Rasmus Gottliebsen (DDB Copenhagen)
AD/Creative Director: Simon Higby (DDB Copenhagen)
Producer: Tony Lauge Madsen (DDB Copenhagen)
Web Director : Jon Dranger (DDB Stockholm)
International Client Service Director: Kim Bagdonas Jørgensen (OMD Denmark)
Account Manager: Louise Lind (DDB Copenhagen)
Social & Mobile Director: Mikkel If Hansen (OMD Denmark)
Web Developer : Palle Aufeldt (DDB Copenhagen)

Strategy
Our Coin Hunting activity, used to promote McDonald’s value products, was losing its grip on the young adults. To prevent them from turning to our price-focused competitors, we re-energized the concept by incorporating a Jackpot game integrating multiple platforms. By adding location-based gamification elements to the existing app, the strategy exploited the interactivity of mobile devices and social media and the high awareness created in traditional media, thus enabling the cross-platform campaign to communicate a unified message to the audience on their own terms: on-the-go, anytime and anywhere. The core concept of collecting visual coins via an app and exchanging them for free food remained the same, but instead of scanning coins, the users had to play a virtual slot machine game and they received a coin if only they hit the jackpot. Creating a strong passion point increased brand engagement and was a major force in driving restaurant footfall.

Execution
We updated the app, made it available in App Stores and on the Android Market and distributed 1,000,000 McDonald’s coins (via a pixel QR-code and a sound code) throughout the country, ready to be scanned. Users hit the jackpot if they got 5 coins in a row when spinning the flap on the virtual slot machine and they could collect their winnings by scanning the code at the end of the advertisement. They could participate on various media touch points such as TV, radio, web banners and Facebook and by making all restaurants and outdoor poster sites within certain proximity of the restaurants into Jackpot Zones, bounded by GPS-coordinates; we turned the hunt for coins into a game. All you had to do was to find a Jackpot Zone, activate the app, play and maybe win. The directional arrows on the outdoor posters increased the guest count and add-on sales significantly.

Effectiveness
More than 40.000 new users. A total of 342.374 downloaded Apps (= 6,1% of the Danish population)With estimated 10 seconds per game and a 70% chance of winning, people spent a total of 14.000.000 seconds with our brand. This is without the downloading/updating of the App and the exchange in the restaurants.Exceeded 200.000 Facebook likes.Media ROI of 3.2 (an increase of 12% compared to the first Coin Hunting campaign) Best performing media was our Jackpot Zones (outdoor posters) with 4.9 in ROI.Add-on sales when a customer spent 10 digital coins were 13.92 actual Danish Kroner.