Challenge
Discount coupons were ending up in the rubbish. Coupon fatigue and rising printing and media costs were creating havoc. So how could Tribal DDB find a way of boosting redemption rates on coupons as well as McDonald's ROI?

Idea
By dragging discount coupons into the digital age and making them relevant in today's world, we provided McDonald's with a chance to increase ROI. With specific coupons sent to the mobiles of McDonald's customers, the delivery system was clearly improved and the fast-food chain found redemption rates improved dramatically.

Results
Participation rates were extremely high with increased ROI from 6% to nearly 12%. That's an ROI of 30:1; not bad for McDonald's first digital venture. Sending digital coupons to McDonald's customers via mobile phones resulted in over 680,000 coupons being downloaded or printed, and more than 190,000 being redeemed.