The Argentine consumer, is more used to sit for a coffee instead of having it on the go.

Traffic in the city is intense, and there are many students or everyday workers who will always prioritize getting in time over having breakfast which is the most important meal in the day.

We had an opportunity to encourage the habit of having breakfast, even if it is on the go. But we wanted to do it in a fun, playful way; just like McDonald’s is.

We selected top Out of Home locations in Downtown Buenos Aires for 4 weeks during March 2015, all of them no farther than 3 blocks away from McDonald’s.

Then, we built a webapp which could be accessed through a QR code.

Once inside the app, users had their cups filled with virtual coffee and were challenged to walk quickly without spilling it.

The accelerometer and GPS in the smartphones would let them know if they spilled any coffee, and also the remaining distance to McDonald’s.

If you made it to the restaurant without spilling, you get a coffee on us.

During 4 weeks of campaign, 13% more consumers were driven to our Downtown locations.

The app was downloaded 6.300 times, and we served more than 1.150 free coffees.

After 1 month, the amount of clients having breakfast in McDonald’s are 5% above the average before the campaign.