McDONALD'S COIN HUNTERS|海报/平面|广告营销案例【ADGuider广告指南】

麦当劳的硬币猎人

案例简介：简要解释 Coinoffices 是一系列可以用硬币购买的产品。在丹麦货币中，这意味着非常便宜!然而，问题是，目标受众购买 coinoffices 是因为它既便宜又方便 -- 而不是因为它们与品牌相关。此外，竞争对手已经开始针对同一目标群体提供类似的服务。我们的工作是重振 coinoffices 平台，让厌倦广告的观众与麦当劳品牌互动。我们创造了自己的数字货币 -- 这种货币必须通过参与和品牌参与来赚取。传统的 QR 码被转换成 “像素编码”，类似于真正的 coinofficers 范围。每个代码都有一个虚拟硬币的价值。我们在全国各地分发了 100万个虚拟硬币，并邀请用户用一款新的专门构建的智能手机应用程序来收集它们。硬币被整合到麦当劳所有媒体平台的广告元素中，也被整合到意想不到的地方。一旦收集到足够的硬币，它们就可以在全国任何一家麦当劳餐馆的真正硬币上使用。该应用程序成为丹麦有史以来下载速度最快的商业应用程序。在 iTunes 应用商店和安卓市场发布几天后，就达到了第一名。总共下载了 191,417 个应用程序…… 相当于整个丹麦人口的 3.5%!我们在 Facebook 上获得了 200万的印象，并在短短几周内创下了魔术 100,000 粉丝的纪录。该活动得到了广泛的新闻报道，是社交媒体上讨论最多的话题之一。

麦当劳的硬币猎人

案例简介：Brief Explanation Coinoffers is a range of products that can be bought for a coin. In Danish currency that means really cheap! The problem was, however, that the target audience bought Coinoffers because it was cheap and convenient – not because they related to the brand. Furthermore, competitors had started to run similar offerings aimed at the same target group. Our job was to revitalize the Coinoffers platform and get an ad-tired audience to engage with the McDonald's brand. We created our own digital currency – one that would have to be earned by participation and brand engagement. Conventional QR codes were transformed into ‘pixel codes’ resembling the real Coinoffers range. Each code held the value of one virtual coin. We distributed 1 million virtual coins throughout the country and invited users to go collect them with a new, purpose built smartphone App. Coins were integrated into McDonald's' advertising elements across all media platforms as well in unexpected places. Once enough Coins had been collected, they could be used on real Coinoffers at any McDonald's restaurant in the country. The App became the fastest downloaded commercial App in Denmark ever. Reaching number 1 on iTunes App Store and Android Market only days after its release. 191,417 downloaded Apps in total … Equal to 3.5% of the entire Danish population! We reached 2 million Facebook impressions and hit the magic 100,000 fans mark in just a few weeks. The campaign got extensive press coverage and was one of the most discussed topics across social media.