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.

The App became the fastest downloaded commercial App in Denmark ever. In total 191.417 Apps were downloaded, equal to 3.5% of the Danish population.

The 1 million Coins were collected in just 26 days, resulting in 66.000 additional visits to the McDonald’s restaurants.

With estimated 10 seconds per scan our customers spent 10,000,000 seconds with our brand. A high level of brand engagement.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%.