DATE:Feb 2008 - Mar 2008
Discount coupons are an important element in driving in-store traffic, but McDonald’s wanted to help lower cost of its coupon strategy while breaking through the cluttered coupon market and targeting 18-25 year olds.
McDonald’s came up of a way of putting the target audience in control of their coupon – allowing them to customize their personal coupon according to their preference.
McDonald’s partnered with China’s largest online network QQ, and created an advertising banner that was embedded within the QQ Member Instant Messaging screen to encourage click-thru.
After clicking on the banner, users are able to customize their meal according to their preference.
They could then either print or download their personalized coupon onto their mobile phone.
In just 4 weeks a total of almost 550,000 clicked through and some 800,000 coupons were created. 680,000 QQ members downloaded the coupon onto their mobile or printed them after having customized them.
This represented a 43% conversion for McDonald’s. Furthermore, 190,000 people redeemed their coupons at a McDonald’s store, giving the campaign a total response rate of 11.87% (compared to a traditional insertion coupon campaign that yielded a 0.62% response rate).