Five fried potatoes for two tablespoons of McFlurry, a McNugget for seven fried potatoes or a bite of a mcchicken hamburger for four sips of soda. How much would each product be worth McDonalds If they were currencies fluctuating in the market? This is the question to which the restaurant chain answers in Qatar, with a proposal of exchange rate that turns your brand experience into a dynamic game to “save” relationships.

It is a functionality available since January in the official application of McDonald’s, which allows Share food among friends without tensions. To do this, calculate the value of each article – or its portions – and makes it the equivalent of others to favor a fair negotiation. Ice cream, hamburgers, potatoes, soft drinks: everything is reflected with its value in this action designed by the agency Leo Burnett Dubai.

As McDonald’s explains in a statement, the system assigns values ​​to each product making a calculation between Price, popularity and what he calls “general delicacy”. And as would happen with any other rate of exchange, the equivalences fluctuate in real time according to factors such as the time of day, time or popularity of each article.

“This campaign is inspired by a universal truth: the most shared articles are usually the most disputed“says Sara Abuobeid, Marketing Manager in McDonald’s Catar, according to The Stable. “By turning our menu into a real -time exchange system, we offer fans a new way of interacting with the brand and among themselves, providing equity, fun and even an economic touch to food“

The action has been activated on different occasions since it was launched. On Instagram and Facebook, for example, McDonald’s has combined descriptive content of the application with other lighter publications that exploit the concept of The friction between friends when food is sharedunder the phrase “Stop discussing and begins to exchange fairly”

“McDonald’s exchange rate” at the same time integrates collaboration with the influencer Sitti Beybi, who exemplifies the functioning of the tool by bartering with another person. This content unifies under the same umbrella The brand experience in the restaurant and the value of the action in the application.

Beyond the application and digital channels, McDonald’s has taken the action to the spot of sale. In this way, it showed in paper tablecloths, the digital screens of the restaurants and even the stickers of the containers, the exchange rates associated with each article. “This multiplatform approach improves visibility and encourages participation in the food sharing game”, They point out from the brand.

On the other hand, he encouraged to share his photos by exchanging the food with the application, to receive as reward free fried potatoes. Thus, McDonald’s introduced a promotion in barter mechanics. Even in the “terms and condiments” of the campaign, he says that “It is not responsible for the discussions on the value of the Big Tasty snacks or a spoonful of badly calculated mcflurry“

With this initiative, the restaurant chain Gamifies your brand experience During a universal feeling from humor. As Victor Haffling, creative director at Leo Burnett Dubai, explains, according to The Stable“For many, sharing food has always been dangerous. Remove a McNugget from someone could break friends. But now, with the McDonald’s exchange rate, you can exchange without resentment or betrayals”

And in the same way, Mazen Al Naqib, senior manager of the agency, remembers that McDonald’s philosophy goes through join people around food. In this way, the campaign would be “capturing this spirit by converting the fun dilemma of sharing food into a fun and fair experience that reflects the approach of the brand to create happy moments”