COIN HUNTING by OMD Copenhagen for McDonald's

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COIN HUNTING

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Industry Fast food
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Digital, Interactive & Mobile, Case study
Market Denmark
Agency OMD Copenhagen
Creative Rasmus Gottliebsen, Caspar Bock, Bjarke Lautrup Larsen, Christian Iversen
Released June 2012

Awards

Cristal Awards 2012
Media Cristal BEST USE OF MOBILE CRISTAL (GOLD)
Media Cristal INTEGRATED CAMPAIGN (MINIMUM OF 3 MEDIAS) SAPPHIRE (SILVER)

Credits & Description

Type of entry: Best Integrated Campaign
Category: Best Use of Integrated Media
Advertiser: McDONALD'S
Product/Service: COINOFFERS
Agency: OMD DENMARK Copenhagen, DENMARK
Advertiser McDONALD'S
Product COINOFFERS
Entrant OMD DENMARK Copenhagen, DENMARK
Type of Entry: Best Integrated Campaign
Category: Best Use of Integrated Media
Title: COIN HUNTING
Advertiser/Client: McDONALD'S
Product/Service: COINOFFERS
Entrant Company: OMD DENMARK Copenhagen, DENMARK
Media Agency: OMD DENMARK Copenhagen, DENMARK
Account: Mikkel If Hansen (OMD Denmark)
Creative: Rasmus Gottliebsen (DDB Denmark)
Creative: Christian Iversen (DDB Denmark)
Account: Kim Jong Andersen (DDB Denmark)
Account: Pernille Zillmer (DDB Denmark)
Account: Louise Lind (DDB Denmark)
Account: Pia Niemann (DDB Denmark)
Creative: Bjarke Lautrup Larsen (DDB Denmark)
Creative: Caspar Bock (DDB Denmark)

Results

The app reached no. 1 in the app stores only days after its release. The 1,000,000 Coins were collected across all media touch points in just 26 days.
On our Facebook page people asked when and where they could be exposed to new coins, and people created their own web-sites containing both visual and audio codes from our TV, Radio and Outdoor communication.
The campaign had a ROI of almost 2 as for every 10 digital Coins, 19.27 Danish Kroner were spend at the same time. Finally the favourability for McDonald’s among teenagers increased from 2010 to 2011 with 67%.

Creative Execution

We distributed 1,000,000 digital Coins (1 Coin = 1 Danish Krone) on both analogue and digital media touch points, for which the customers could collect via a Mobile app and spend in the restaurants.
Beside QR-codes we also made a scan-able sound-code to be used for TV, Radio and Cinema. All media were interlinked so the consumer could only scan a media touch points once a day, but up to 4 touch points within 24 hours. We distributed the digital Coins on a variety of media; TV, Display banners, Mobile banners, Facebook ads, Cinema, Radio, Outdoor posters, Digital screens in trains and buses and on our Facebook and YouTube pages. All media were selected based on their connection to the customer’s “journey” throughout the day. To increase the engagement we informed the customers on our Facebook page where and when they could find codes on TV, Radio, Web-sites etc.


McDonald’s has been communicating their value programme ‘Coinoffers’ via push media channels to teenagers and young adults for many years. Studies have shown that the customers didn’t buy into the programme because they loved McDonald’s but merely to get the discounts. With a relationship only based on discounts there is very little loyalty to the brand and this had to change. McDonald’s had to react and evolve in to a brand that could connect and engage on multiple platforms instead of just pushing messages to the broad audience. The strategy was to create a digital currency (digital Coins), that could be earned through user engagement. The digital Coins were made available in all media touch points consumed by the target audience and where gathered in a digital wallet (a mobile App). The Coins the customers could then be used to buy products at the McDonald’s restaurants.