The McDonald’s coupon flyer is something between a relic and a legacy channel in Switzerland. Printed 8 million times a year, it is widely known – and widely ignored. Eight million paper flyers a year, and 60% of Switzerland had officially opted out of receiving them. Rather than printing more, we made people want them. When a fan posted a homemade mailbox sticker reading "No advertising. Except McDonald's coupons," we turned it into a real, claimable object within a week. Interactive OOH across Switzerland let people tear off a sticker and opt back in. The most successful McDeals Week in McDonald's Switzerland's 50-year history followed.