Fast food chain McDonald's is using mobile advertising to promote its classic Big Mac sandwiches to on-the-go consumers.

McDonald's is running the ads on Pandora?s iPhone application. The ads use a video pre-roll that then directs users to a mobile-optimized landing page.

?A video to capture attention is a benefit in that consumers like to see a quick, engaging ad,? said Marci Troutman, CEO of Siteminis, Atlanta.

?Not only is it effective in that it captures attention, but if there is a catchy tune, or a witty or funny topic, consumers will forward the ad to others for a viral effect which is less likely to happen with just an ad,? she said.

Ms. Troutman is not affiliated with McDonald's. She commented based on her expertise on mobile applications.

McDonald's did not respond to press inquiries.

Big attack
The Big Mac campaign is also promoted online as well as on television.

The videos begin with a shot of people standing outside a club with the initials BM on the door, which are abbreviated for Big Mac.

The videos show consumers watching videos of Big Macs while waiting to get into the club.

Then the campaign?s slogan, ?There?s nothing like a Big Mac party? displays across the screen.

After the video ends, the mobile banner ads appear.

Consumers can tap on the mobile ad to bring up a landing page that reads, ?There?s only one ? the Big Mac. Go to www.McDonalds.com/bigmac to join the entourage.?

Users can then enter their ZIP code to find the nearest McDonald?s location.

Fast food
Via McDonald's mobile site, users can also learn about careers available at the company and search by either city or state.

Additionally, users can view the nutritional information for each McDonalds item.

McDonald's has done a lot in the mobile advertising space.

Most recently, the chain launched an iPhone app to help consumers make healthy choices at its restaurants (see story).

Through this new campaign, McDonalds is able to instantly hook consumers with mobile video.

Additionally, by using the campaign across multiple channels, McDonald's is showing that mobile ads plays a prominent role in its overall strategy.

?It is always better to focus ads on one item because it helps the consumer with throughput and the ability to purchase the item on special,? Ms. Troutman said.

?The ad can also lead to additional items for a larger purchase but focus to a certain demographic,? she said.

Final Take
Lauren Johnson is editorial assistant on Mobile Marketer, New York