Case Studies

McDonald's : Pirates of the Caribbean

McDonald’s boosted summer store traffic and sales with a promotional tie-in to the blockbuster hit “Pirates of the Caribbean – Dead Man’s Chest.”

The promotion was introduced to all McDonald's stores in the United States and Canada and offered in English, Spanish and French. A peel-away label on product packaging for Big Macs, large fries and large drinks, had a unique PIN which could be entered online, by cell phone (via SMS text message) or over the phone (via 1-800 number) for the chance to win instant prizes.

The prize package included a mind-boggling 28 car (Volvo) giveaway in the first 28 days of the promotion and thousands of great secondary prizes.

Objectives

  • Drive in-store traffic
  • Database collection

Program

  • Tied to Pirates of the Caribbean
  • Interactive instant win contest
  • Online, SMS and IVR

Integration

  • National TV exposure
  • In-store promo

Results

  • Response doubled expectations
  • Massive email database collected