McDonald’s in Denmark have something called “Coinoffers” – products that are so inexpensive you only need coins to buy them. The problem was that competitors were now doing the same. I helped DDB Copenhagen do something different and noteworthy to make McDonald’s stand out. We came up with the currency of McDonald’s – coins that you had to earn by participation and brand engagement. We made our own QR-codes and developed an app to read them. The app was also the bank-account as well as the platform for purchasing. You earned coins by scanning the traditional ads – billboards, print ads and even ads on tv and radio.
The Coinoffer’s app was the fastest downloaded commercial app in Denmark to date. More than 3,5% of the danish population actually got the app, making it number 1 on both iTunes and Android markets. It also made McDonald’s 100.000 new fans on Facebook within weeks.