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game piece code promotion
| February 27, 2015

McDonald’s

McDonald’s® and its agency teamed up with SCA in order to create excitement around the Disney movie, “Pirates of the Caribbean: The Dead Man’s Chest.” By using on-pack game pieces and interactive instant win games across multiple channels, McDonald’s was able to build an unprecedented communication hub for their promotion.

Objectives:

  • Increase late-night sales at McDonald’s.
  • Develop multilingual Web sites for the promotion.
  • Collect entries through multiple channels including online, SMS (text messaging), and IVR (Interactive Voice Response).

Strategies:

  • Provide customers with a game code on specific menu items.
  • Customize the Web site to have a “night-time” look and feel in the evenings.
  • Offer extra “late-night” codes for purchases made between 9 p.m. and 2 a.m.
  • Playable Flash-based game that allows consumer interactivity.
  • Utilize SCA’s technology to enable an interactive instant win promotion that receives entries across multiple channels.

Results:

  • Record-breaking promotion that exceeded expectations in terms of volume of plays.
  • “By enabling entry via each of these channels, SCA technology gave McDonald’s maximum reach with this one-of-a-kind interactive promotion. Typical programs feature one entry channel only, which limits the environment in which consumers can interact with a brand. For McDonald’s and Disney, no matter who or where you are, as a consumer you could interact with the promotion, resulting in a favorable experience and impression of both McDonald’s and Disney.”
  • Consumers spin a “captain’s prize wheel” for a chance to win daily prizes such as Volvo automobiles, Sony PSPs, iPod Prize Packs, Magellan Roadmate™ products, movie soundtracks and much more.

VIDEO | SUCCESS STORY

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