McDonald’s Spruces Up Its Arch Card
McDonald’s is making its gift card a fashion statement.
Yesterday the restaurant giant unveiled a new version of its year-old Arch card, positioning the card as a wearable fashion accessory. The reloadable cards come in $5, $10, $25 and $50 denominations.
McDonald’s unveiled its new high-fashion card with a fashion show that showcased an outfit made out of the cards, designed by Project Runway winner Jay McCarroll, who took top prize in the reality TV series hosted by model Heidi Klum. The outfit will be auctioned off on eBay, with proceeds going to Ronald McDonald House Charities. Bidding runs from Dec. 18 through Dec. 31.
Big Mac has high hopes for strong Arch card sales this quarter. The chain sold $40 million worth of Arch cards last December.
McDonald’s launched the card in November 2005 with an unusual sampling blitz: It gave away 22 million “sample” cards, each worth $1. McD gave 5 million $1 Arch cards to Southwest Airline passengers in early December 2005, and another 8 million to American Express cardholders via direct mail. In restaurants, 9 million diners got a free $1 card when they bought Chicken Selects or a chicken sandwich (PROMO Xtra, Nov. 29, 2005).
