The strategy was to shorten the distance between communication and action and to make McDonald’s communication useful and beneficial to the consumer.
The entire coupon campaign overall resulted in McDonald’s reaching their sales targets.
In Poland McDonald’s has been distributing discount coupons in order to boost sales. This happens usually around February and has been repeated by the brand for years.
In Poland McDonald’s has been distributing discount coupons in order to boost sales. This happens usually around February and has been repeated by the brand for years. The agency’s task was to create a digital/mobile campaign to communicate that the coupons are once again available at McDonald’s restaurants. The campaign was targetted to a younger demographic who are both heavy users of smartphones and the Internet in general.
The task was to create digital/mobile ads for McDonald’s coupons. The idea was to turn ads into coupons.
Since the target audience was young and tech-savvy a set of animated mobile banners was created. They included the same offer and the same barcode as on the printed coupons. So all that the user needed to do was to make a screenshot of the banner and show it at a McDonald’s restaurant to get the discount. This idea shortened the consumer journey between receiving communication and taking action and also created a new way for McDonald’s to distribute their coupons.
These mobile ads were shown on entertainment websites popular among the target audience. Thanks to the barcode the coupon could be validated by the cashier at a McDonald’s restaurant. Since McDonald’s did not have a limit on the number of coupons (the promotion was only time-limited) users could re-use the same coupon further increasing visits to the restaurant and helping McDonald’s in exceeding their sales targets.