The McDonald’s sandwiches are known all over the world for having a standard: you can order a Big Mac in any city and it will always be the same Big Mac. Taking this fact into consideration, we found the opportunity to do the same with the McDonald’s coupon system and make this practice more pop and iconic, just like the brand. So we created the McCodes, barcodes that represent the layers of ingredients of each sandwich: colourful, iconic and with great visual appeal. When coming across one of the codes spread throughout different media, consumers could access a mobile site and scan them with a smartphone. A discount coupon would be immediately generated for that sandwich, and a map showing the way to the nearest McDonald’s would open, encouraging the consumer to use the coupon immediately.

We spread the McCodes throughout different media near the restaurants: street furniture, street posters, media screens and much more. Right after using the smartphone to read the McCode and generate the coupon, the user could click to find out the way to the nearest McDonald’s. At this moment, a stopwatch would turn on, and if the user arrived at the restaurant in a certain amount of time, he’d receive a gift: McFries, McNuggets or a soda.

The discount coupons that were converted in sales increased 36%