1) Arcos Dorados is the largest franchisee of McDonald's in the world, operating over 2,100 restaurants across 20 countries in Latin America. 2) They partnered with Coca-Cola and Twitter to launch a campaign giving away 1 million free Cokes at McDonald's locations in Brazil via Twitter. 3) The campaign was a huge success, receiving over 100 media mentions in Brazil. It drove over 1.6 million coupon redemptions, with a redemption rate 8-10 times higher than typical print coupons.

1. CONFIDENTIAL
Arcos Dorados |
McDonald’s Latin America:
How Mobile Bridges Brick and Mortar
with Digital Brand Experience
Mobile Marketing Association Brazil
Dan Gertsacov
Chief Digital Officer
Arcos Dorados
@dangertz

2. CONFIDENTIAL
Arcos Dorados |
A Bit of Context on Arcos Dorados (McDonald’s Latin America)
Largest Franchiser of
McDonald’s in the World
Operate +2100 Restaurants
in 20 Countries
+ 95,000 Employees
+ 4.3 Million Clients per Day
@dangertz

3. CONFIDENTIAL
Arcos Dorados |
A Key Question which Brought 3 Brands Together
What if we leveraged
Twitter to give away
1 million Cokes at
McDonald’s in Brazil?
@dangertz

4. CONFIDENTIAL
Arcos Dorados |
Here is How It Works: Campaign Mechanics @CocaNoMc
@dangertz

5. CONFIDENTIAL
Arcos Dorados |
HUGE Press Buzz on Innovative Use of Digital to Drive In-Store Visits
>100 PR notes on top media vehicles in Brazil
@dangertz

6. CONFIDENTIAL
Arcos Dorados |
HUGE Brand Lift  Trending Topic in Top 5 Twitter Market in the World
Impressions
Followers
Mentions @McDonalds_BR
Mentions #CocaNoMc
17,1 million impressions
865k mentions
+ Organic Trending Topic (5th place in
Brazil) at launch and on 5th day of activity
@dangertz

7. CONFIDENTIAL
Arcos Dorados |
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
1,600,000
28/jan 1/feb 5/feb 11/feb 19/feb 26/feb 07/mar 13/mar
1,662,311
Coupons Sent
1,000,000
Coupons Validated
561.426
Cupons Redeemed
56%
HUGE In-Store Redemption Rate: 8x – 10 x Average Rate of Print Coupons
34%
End of activity
(LSM coupons
reference: 5%)
Redemption
Rate
@dangertz

8. CONFIDENTIAL
Arcos Dorados |
Lessons Learned on Using Mobile
to Bridge Brick and Mortar with Digital Brand Experience
What We Did Well
• We Weren’t Afraid to Ask “Why Not?”
• Got every partner around the table from the start
• Leveraged press and real time marketing – created “brand halo effect”
• Focused on in-store employee training, 100% national store coverage
What We Could (and Will) Do Better
• POS Integration: One Off Coupon vs Ongoing Customer Relationship
• Upsell Opportunity for Additional Purchase
• Sold it internally on Sales Only vs. Sales + Brand Impact (Press and
Buzz)
• Need to measure the latter the way traditional measures it
@dangertz