To hype its Dollar Days $1 drinks, McDonald’s Canada placed 4,000 Canadian dollar coins arranged like the golden arch inside a giant block of ice and asked passersby to chip away at the structure to retrieve the coins. It took just five hours for all the coins to be retrieved. Some would jump to the conclusion this was a tremendously successful stunt. We’d call it a success if McDonald’s knew just how many of those 4,000 coins made their way into the chain’s coffers.
