Coinoffers from McDonald’s is a product range that can be purchased for, well… Coins. So in this campaign, virtual coins could be collected, and used to buy real burgers.

We used the media plan as a game of chance and created GPS tracked outdoors where players could win jackpot coins, and created jackpot machines on TV.

Here’s what it looked like:


 

In the following burst of this campaign, we couldn’t use any money for media space, so we used the virtual coins for good, and created traffic to small blogs and sites – and got McDonald’s  free media space in return.


 

And in the Coinoffers App users could win the coins by playing McDonald’s jingle. Not only did we sample products – we got stuck in people’s heads.


 

Art directed by: Rasmus Gottliebsen.