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Brand Watch: Why McDonald?s is in the fast lane

Many fast food chains such as Pizza Hut, Subway and KFC have all embraced mobile. However, no one has continually made a big impact in the space as McDonald?s has done over the past year.

The fast food giant is constantly looking at new and emerging trends and incorporating them into its day-to-day initiatives. McDonald?s is paving the way in the mobile space and by incorporating different mediums, the company is showing its competitors how it is done.

"Companies need a mobile strategy the same as they need a marketing department, both are just as important to the business," said Marci Troutman, CEO of SiteMinis, Atlanta. 

"The majority of consumers globally are walking around with a mobile phone and a percentage have a tablet as well as a computer, making sure to incorporate this essential piece into your company is just as important as making sure your brand is consistent," she said.

"McDonalds has clearly picked up on this in that they have incorporated a 360-degree mobile strategy that has a solid base, and can continue to grow with the fast pace of mobile technology without being left out and way behind the curve."

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.

All in
In the past 12 months, McDonald?s has managed to add mobile advertising, database/CRM, augmented reality, mobile apps and a mobile site to its portfolio.

The company is not only using all of these mediums to drive consumer traffic to its locations, but also to continually engage with new and existing customers on a daily basis.

In addition to its mobile efforts, McDonald?s has also ramped up its social presence by growing its Facebook and Twitter database, as well as incorporating other social media such as foursquare to reward consumers when they check-in to any of its locations.

By marrying mobile and social together, McDonald?s has built ? and is continuing to build ? a strong presence in the technology space.

Mobile apps
Last year McDonald?s made a bigger play in the mobile space with the launch of a new application for iPhone and Android devices that drives consumers to the nearest location and illustrates the company?s commitment to offer improved nutritional choices.

The mobile app is part of a national marketing initiative that includes a long-term plan, which features ongoing menu evolution and nutrition awareness communication.

The app was a great gesture from McDonald?s and not only showed its commitment to its customers, but proved that the company was staying on trend and keeping up with its tech-savvy customers.

Mobile site
Although there is constantly a mobile app versus mobile site debate, McDonald?s showed that it is OK to have both.

In addition its mobile apps, the fast food giant also has a mobile-optimized site, which consumers can access by entering http://www.mcdonalds.com on their mobile browser.

Via the mobile site, consumers can find the nearest McDonald?s location, browse current career openings and learn more about product nutrition.

Although the mobile site is simple, it is effective.

McDonald?s is not going sell food via its mobile site or apps, therefore by having a store finder in place, the company is able to drive that foot traffic.

Augmented reality
While many companies stop after rolling out mobile apps and optimized sites, McDonald?s did not.

A few days after the company rolled out its mobile offerings, is also launched an augmented reality and mobile check-ins campaign that aimed to increase Happy Meal sales by using mobile to engage consumers of all ages via a worldwide Smurfs campaign.

McDonald?s ran the Smurfs promotion in North America, Latin America, Brazil, Europe and in Britain. The promotion was also part of a global happy meal program that encouraged kids and families to be a friend of the planet and focuses on the great taste of fruits and vegetables.

The fast food restaurants in Latin America launched a one-of-a-kind Smurfs augmented reality program that transported kids into the Smurfs? village with Papa Smurf and all his friends.

Augmented reality imagery was printed on Happy Meal boxes and in-restaurant menu board displays, which featured animated Smurfs footage.

Augmented reality is a great way to bridge the digital and physical world.

By using the technology, McDonald?s was able to offer consumers a new way to engage with the company.

Mobile advertising
Out of all the mediums McDonald?s uses, mobile advertising holds the top spot.

The company is constantly using mobile advertising to promote its new products.

Last year, McDonald?s proved that it is a force to reckon with in the mobile arena by running a targeted ad campaign that promoted its Monopoly game.

The company ran mobile ads within Pandora?s iPhone app. Additionally, the Monopoly promotion offers consumers a chance to win prizes such as cash and gift cards.

Earlier this year, McDonald?s used a mobile ad campaign to entice users to try the company?s dollar menu items by playing a word scramble game.

In addition to learning about the dollar menu items, users could also find the nearest McDonald?s location via the ads.

Most recently, McDonald?s rolled out an iAd campaign that promoted its extra value menu items and drove consumers to the nearest location to try them out.

By constantly running mobile ads, McDonald?s is showing that it is always one step ahead of the game.

Database/CRM
Marketers are constantly looking at ways to build their mobile databases, whether it is by offering customers incentives or encouraging them to sign-up for future offerings.

Last month, McDonald?s took a bite of CRM.

Following the successful pilot of a mobile CRM effort at a handful of McDonald?s locations in Northern California, between 500 and 600 McDonald?s said that they will introduce the program this summer with the goal of rewarding customers and driving loyalty.

The pilot began with one store in San Francisco in October and is currently available in 24 locations throughout Northern California.

Additionally, the program involves using the Mowingo mobile application to notify customers about regional promotions and store-specific coupons that are exclusive to the app and the store issuing them.

Posters and other signage around the participating locations let customers know that when they download the Mowingo app, they get a free coffee or some other offer. The coupon is in the app when it is downloaded.

By offering consumers an incentive, McDonald?s is able to build its mobile CRM efforts.

In addition, by constantly looking at emerging technology, McDonald?s is able to stay ahead of the pack.

"A base to start is a mobile Web strategy, from there a mobile app strategy to start building your loyal customer base, reaching out to social media where most of your consumers reside and share their opinions is a parallel move to the first two," Ms. Troutman said.  

"Ensure that you talk with your consumers with each of these mediums to gain traction, change approaches, and be the best in class experience from a mobile perspective, allowing your consumers to keep coming back to see what's next," she said. "Adding in augmented reality, NFC, payments and tying the entire base to the strategy that was built for PC is a great growth plan.

"Everyone should follow McDonald's lead and incorporated a 360-degree mobile strategy as soon as possible."

Final Take
Rimma Kats is associate editor on Mobile Marketer, New York