McDonald's flaunts menu items via mobile-optimized campaign
By Rimma Kats
January 24, 2013
McDonald’s is pushing fast food lovers to discover and try its new menu items through an interactive campaign.
The fast food giant is running the effort within ESPN’s mobile site. While McDonald’s is no stranger to mobile and has run a variety of campaigns within different smartphone devices, this particular campaign is optimized for Nexus 7.
"In going through the path from banner ad to product views of the menu it would appear that McDonald's is using a cross media subliminal advertising campaign in order to drive traffic through enticing imagery," said Marci Troutman, CEO of SiteMinis, Atlanta.
Ms. Troutman is not affiliated with McDonald's. She commented based on her expertise on the subject.
McDonald's did not respond to press inquiries.
McDonald’s is sponsoring the ESPN NFL Bites section, with the company’s infamous logo clearly seen.
When consumers tap on the page, they are redirected to a separate optimized landing page that reads, “NFL Bites Presented by McDonald’s."
When users tap on the banner, they are redirected to the company’s optimized site where they can browse food, promotions, careers, as well as find the nearest McDonald’s location.
From there, the interaction begins.
Consumers can swipe through the screen to learn about different menu items including the company’s vanilla cone, McDouble and the new Grilled Onion Chedder sandwich.
The mobile campaign is a great way for consumers to learn about the company’s products and interact with them in a new way.
Creative is very important in a mobile campaign and McDonald’s definitely takes that into consideration.
Each page showcases the individual products.
It is also important to optimize campaigns for different devices.
The Nexus 7 gives marketers a bigger screen to work with and McDonald’s uses the entire real estate to highlight each item.
McDonald’s has been relying on mobile advertising for a couple of years now.
Last year, the fast food giant cemented its place in the mobile advertising with a campaign that not only educated consumers about the current Monopoly promotion that was going on, but also let them enter on the spot (see story).
Most recently, McDonald’s ran its sixth iAd campaign, which not only promoted the company’s products, but took advantage of the device’s capabilities to offer a more interactive experience (See story).
"It seems that McDonald's could definitely benefit from adding in a contest or utilize the campaign to collection consumer information through social at least," Ms. Troutman said.
Rimma Kats is associate editor on Mobile Marketer, New York
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