We selected 4 cinemas near McDonald’s restaurants, and printed coupons on the back of 200,000 tickets. Cinema-goers bought tickets and found coupons for free coffee. After a movie, people usually continue their fun, so why not have coffee? Obstacles are all but gone: McDonald’s is nearby, and it won’t cost anything. 210,000 student transport passes in St.Petersburg had a free coffee coupon on the back. Students are often broke, and who can resist something for nothing?

Average cost per coupon: $0.60, which is 2.5 times less than print. Coupon redemption rate: 10% (Moscow), 7% (St.Petersburg) – higher than coupon campaign run in press in Spring (1%).34% more coffee sold during six week promotion period vs. six weeks preceding. Food sales increased as well since many bought food with their coffee.