To get the kids excited about the Big Mac again, we developed a mobile-based chase after e-coupons for McDonald’s. All the users had to do, was scan QR codes across all communication channels via the McDonald’s app and that way collect the ingredients of the Big Mac. When the burger was complete, they could redeem the coupon for a free Big Mac at any McDonald’s. The result of this project between razorfish and Heye: hundreds of thousands of picked-up Big Macs, thousands of new app downloads and quite some buzz around the Big Mac hunt – including various hints of how to „hack“ the game.
