McDonald's Makes You Work for Dollar Coins Embedded in Ice

A Canadian stunt on the rocks

The Morgan Spurlocks of the world may dream of freezing McDonald's assets, but this probably isn't what they have in mind. Cossette Vancouver's recent Canadian promotion for McDonald's "Dollar Drink Days" featured 4,000 dollar coins arranged in the shape of the Golden Arches and embedded in a block of ice at a beach party in Sylvan Lake, Alberta. Party goers were encouraged to chip away at the ice to free the coins. This is what passes for a big night in Canada. I wonder how McDonald's local counter help felt about this stunt? They earn about $10 an hour, which means it takes them 400 hours to earn $4,000—before taxes. McD's management was probably wise to keep the ice picks out of those folks' hands.