McDonald's announced on Thursday that it will make one fast food lover's existence by presenting them with a very special mobile "McGold Card", which is worth what the company is calling "free McDonald's for life".
The victor of the contest will receive a "McGold Card", which earns them two free meals per week for the next 50 years - not exactly unlimited food for life, but an offer no hardcore McDonald's fan would sneeze at.
To enter, customers can order a meal using the McDonald's app between August 10 and 24.
Though the fast-food chain played up the gold card myth in its marketing video-the victor will receive a custom gold-plated phone case along with his or her food-McDonald's isn't giving out all the Big Macs and Happy Meals a person could eat. The prize is actually awarded as a $1,000 credit on the winner's McDonald's app and $35,400 cash, plus $15,600 to offset taxes on the prize, awarded as a check for $51,000.
Every day you order at McDonald's from August 10 to 24, you are automatically entered in the sweepstakes to win free McDonald's for life.
The lucky victor will also receive a personalized 24-karat-gold-plated phone case. The victor can also cash out the $1,000 app credit.
McDonald's is kicking off a new contest that will result in a lucky victor bumping the Amex from their wallet in favor of a new Gold Card.
Rob Frankel, a Los Angeles-based branding strategy expert, tells CNBC that he's not impressed. The app also has coupons including free fries with any mobile orders on Fridays. Total ARV: $52,350. victor may choose a cash alternative of $1,000 in lieu of $1,000 App credit, added to check. I mean, free food is good food, but a "lifetime" of Big Macs might not be the most appealing prize in some people's eyes.
Despite that criticism, McDonald's appears to be following in the footsteps of similar contests run by both Starbucks and Taco Bell. Or, you can just have $1,000 bucks added to your other giant cash prize - but what would be the point of that, since you wouldn't be a McGold Card holder?
In late July, McDonald's unveiled MacCoin, a limited edition global currency, to celebrate the 50th anniversary of the iconic Big Mac burger. Each instant win game play will result in one game ticket or one instant win prize.