McDonald's Case study Coin Hunters by DDB Copenhagen

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Coin Hunters

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Industry Fast food
Media Case study
Market Denmark
Agency DDB Copenhagen
Art Director Rasmus Gottliebsen, Anna Just Melson, Caspar Bock, Bjarke Lautrup Larsen, Christian Iversen, Daniel Korn
Copywriter Rasmus Gottliebsen, Caspar Bock, Bjarke Lautrup Larsen, Christian Iversen
Released April 2012

Awards

Eurobest 2012
Mobile Integrated Mobile Campaigns Silver

Credits & Description

Category: Retail (Incl. Restaurants)
Advertiser: McDONALD'S
Product/Service: COINOFFERS
Agency: DDB COPENHAGEN
AD/Copywriter: Christian Iversen (DDB)
AD/Copywriter: Rasmus Gottliebsen (DDB)
AD/Copywriter: Caspar Bock (DDB)
AD/Copywriter: Bjarke Lautrup Larsen (Freelance)
Account Manager: Louise Lind (DDB)
Group Account Director: Pia Niemann (DDB)
Strategic Director: Pernille Zillmer (DDB)
Digital Director: Kim Jong Andersen (DDB)
Graphic Design/AD: Daniel Korn (DDB)
Graphic Design/AD: Anna Just Melson (DDB)
Media placement: TV - 1 Spot - TV2, Viasat, SBS - 10 November 2011
Media placement: Mobile Ads - Mobile Phones - 10 November 2011
Media placement: Commute Media - National Trains And Stations - 10 November 2011
Media placement: Banner Ads - Online - 10 November 2011
Media placement: Facebook - Online - 10 November 2011
Media placement: Print Ad - 4 Ads - MetroXpress - 10 November 2011
Media placement: Radio - 2 Spots - DDR And SBS Radio - 10 November 2011
Media placement: Viral - 1 Spot - Online/youtube - 10 November 2011
Media placement: Instore Poster - McDonald's Restaurants - 10 November 2011
Media placement: Various POP - McDonald's Restaurants - 10 November 2011

Describe the objective of the promotion.
Coinoffers is a range of products that can be bought for a coin. In Danish currency that means really cheap! The problem was, however, that the target audience bought Coinoffers because it was cheap and convenient – not because they related to the brand. Furthermore, competitors had started to run similar offerings aimed at the same target group. Our job was to revitalise the Coinoffers platform and get an ad-tired audience to engage with the McDonald's brand.

Describe how the promotion developed from concept to implementation.
We created our own digital currency – one that would have to be earned by participation and brand engagement.
Conventional QR Codes were transformed into ‘pixel codes’ resembling the real Coinoffers range. Each code held the value of one virtual coin. We distributed 1m virtual coins throughout the country and invited users to go collect them with a new, purpose built smartphone app. Coins were integrated into McDonald's' advertising elements across all media platforms as well in unexpected places. Once enough Coins had been collected, they could be used on real Coinoffers at any McDonald's restaurant in the country.

Explain why the method of promotion was most relevant to the product or service.
The target audience bought Coinoffers because they were cheap and convenient – not because they related to the brand.
McDonald's could have ‘muscled’ the competition out of the segment by entering into a hard price battle. However, that wouldn't solve the lack of ‘love’ from the target group. We needed to make a bold move that would get the audience to engage with the brand on a more intimate level – and based on the target audience's existing behaviour, we quickly decided on merging the physical and digital world. Coin Hunting does just that!

Describe the success of the promotion with both client and consumer including some quantifiable results.
The app became the fastest downloaded commercial app in Denmark ever, reaching No.1 on iTunes App Store and Android Market only days after its release.
191,417 downloaded Apps in total … Equal to 3.5% of the entire Danish population!
We reached 2m Facebook impressions and hit the magic 100,000 fans mark in just a few weeks.
The campaign got extensive press coverage and was one of the most discussed topics across social media.