In a challenging economic climate, McDonald’s Denmark wanted to insure that the brand was better known for value that price. With OMDi London, they built a digital wallet app that allowed a user to collect digital coins that could be converted into products at McDonald’s. The coins’ QR-code technology transformed to pixel codes that looked like a McDonald’s hamburger or fries. Plus a scanable sound-code could also be used for brand recognition via radio, TV or cinema. The digital currency could be earned through customer engagement, or collected by scanning QR or voice codes—anywhere from billboard to watching a TV commerical. McDonald’s wallet was the fastest downloaded commercial app in Denmark, resulting in the most successful “value” campaign ever for McDonald’s Denmark.