McDonald's Virtual Coins - From launch to effective platform

In 2011, McDonald’s Denmark introduced a new virtual currency, Virtual Coin, and made it available across various media platforms using a smartphone app. Consumers could scan the Coins and exchange them for products at McDonald’s. The app became the fastest ever downloaded app in Denmark, downloaded by 8% of the Danish population. Over four coin hunting campaigns McDonald’s reduced the cost-per-guest by 21% and achieved an add-on sale of DKK12.35-19.28 each time a guest redeemed virtual coins. Overall, McDonald’s brand favorability amongst 15-19-year-olds increased by 12%, the market share within the quick-service-restaurant category increased by 21% and the campaigns returned a ROMI of 1.49.