McDonald’s beefs up mobile efforts via targeted campaign
By Rimma Kats
August 16, 2012
McDonald's recent Pandora mobile ad
Fast food giant McDonald’s is continuing to use mobile advertising to not only solidify its place in the industry and stay ahead of the competition, but drive new and existing customers to its locations.
The company has used mobile advertising in the past to promote new menu items and bolster brand awareness. For its latest campaign, McDonald’s has incorporated location to drive food traffic.
“The McDonald’s campaign is very well designed with clear and attractive visuals, a simple offer and a way to engage,” said Simon Buckingham, CEO of Appitalism, New York.
Mr. Buckingham is not affiliated with McDonald’s. He commented based on his expertise on the subject.
McDonald’s did not respond to press inquiries.
McDonald’s is running the interactive campaign within Pandora’s iPhone application.
The mobile ad reads “Taste Buds. Any size soft drink or sweet tea for $1. Tap to Visit Site.”
When consumers tap on the mobile ad, they are redirected to a mobile-optimized site that promotes the company’s ongoing summer promotion.
From there, users can find the nearest McDonald’s location.
A campaign such as this is a great way to drive foot traffic. Additionally, running a time-sensitive promotion is a good way to increase consumer engagement.
McDonald’s has been reigning the mobile space for a while now.
The company is continually implementing the medium into its day-to-day initiatives.
Earlier this year, McDonald’s ran a mobile ad campaign that enticed users to try the company’s dollar menu items by playing a word scramble game (see story).
Most recently, Fast food giant McDonald’s proved that it is a force to reckon with in the mobile space with a mobile advertising campaign that promoted its breakfast items (see story).
“The new McDonald’s campaign should achieve its objective of driving more traffic o the McDonald’s stores,” Mr. Buckingham said.
“Other mobile marketers can learn a lot from the way McDonald’s executes its campaigns,” he said.
Rimma Kats is associate editor on Mobile Marketer, New York
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