To communicate Coinoffers to a younger audience, we launched a virtual currency called Coins. Users collected Coins and stored them in the Coinoffers app, which worked like a kind of digital wallet, and then they traded them for real food.

Using the app as the core of the campaign, we were playing along with the young audience on their turf and getting our product sampled.

But how could we take scanning of a QR- or sound code to the next level?

On TV we used the mediaplan as a game of chance, and crafted two loser spots and one winner spot that would play in rotation. And when users were lucky enough to see the winner spot, they just had to scan the soundcode at the end, to collect their jackpot.

On outdoor posters and in McDonald’s restaurants, we used the GPS coordinates of every location and turned a traditional media into an interactive game, where users had to spin the 5th Coin in the row to collect the jackpot.

On webbanners, Facebook and on the radio, users could also participate either by scanning pixel- or soundcodes.

Using McDonald’s playful and inclusive tone of voice, we took a simple sampling mechanism and turned it into a game the whole country could take part in. And at the same time, we let the audience know that McDonald’s is the supplier of fun and playful food that can be purchased for a few coins.

Not only did the campaign generate massive sampling of the Coinoffers range, but also an average add on sale of DKK 13,92 (almost 2€) for every 10 Coins redeemed. And with 342.374 app-downloads, over 6% of the entire Danish population actively downloaded the app to play along.