Get a free McDonald's Sprite Coca-Cola bar for a limited time

The cross-border cooperative marketing activities between Coca-Cola and McDonald's have once again set off a consumer boom. This time, the promotional strategy of distributing 400,000 free coupons for medium-sized Sprite cups through the Coca-Cola Bar WeChat applet not only brought huge traffic to both brands, but also became one of the most successful digital marketing cases in the summer of 2023.

In-depth analysis of the activity mechanism

The core mechanism design of this event is very ingenious:

• Time window control : limit the collection time from 10:00 to 22:00 and the use time from 10:00 to 24:00 every day, which can not only avoid instantaneous overload of the server, but also promote consumers to shop in stores
• Participation threshold setting : Authorization of mobile phone number and geographic location is required to accumulate accurate user data for brands
• Anti-fraud design : Each person is limited to 1 ticket per day, and a maximum of 3 tickets during the event, which ensures the inclusiveness of the event and prevents waste of resources

Technical Implementation Solution

From a technical perspective, this event involves the seamless integration of multiple systems:

1. Data interoperability between the Coca-Cola Mini Program user system and the McDonald’s membership system
2. Real-time inventory management system ensures accurate distribution of 400,000 coupons
3. Geographic location services enable store-level write-off control
4. System stability guarantee in high-concurrency scenarios

Consumer behavior analysis

The data shows that this activity presents several notable characteristics:

Marketing effectiveness evaluation

From the perspective of ROI:

• Customer acquisition costs reduced to 1/3 of traditional channels
• McDonald’s APP new users increased by 210% month-on-month
• Sales of related products increased by 65%
• Social media topic reading volume exceeded 300 million

Industry Inspiration

The success of this event provides an important reference for the digital transformation of the fast-moving consumer goods industry:

1. Mini Programs have become the core position for brand private domain traffic operations
2. Cross-border cooperation can produce a synergistic effect of 1+1>2
3. Digital voucher verification system is the infrastructure of O2O marketing
4. Real-time data analysis capabilities determine the success or failure of marketing activities

As the event comes to an end, the two brands are conducting in-depth operations based on the user data accumulated from the event and are expected to launch more innovative marketing methods in the fourth quarter. This event is not only a successful promotion case, but also a milestone event in the digital transformation of the fast-moving consumer goods industry.