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McDonald’s heats up summer efforts with targeted mobile campaign

August 27, 2012

McDonald’s is driving consumers to its locations, as well as letting them enter for a chance to win Mets or Yankees tickets via a new interactive and targeted mobile initiative.

The company is running the mobile campaign within MLB’s mobile site. McDonald’s has been ramping up its mobile advertising efforts this year and has run a variety of campaigns, which ultimately aim to drive in-store traffic.

“McDonald’s did an amazing job on this mobile marketing campaign end to end, from the graphic representation to the action,” 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.

Mobile incentive
The McDonald’s mobile ad campaign reads “Check in and earn a chance to win Mets or Yankees tickets daily.”

When users tap on the ad, they are redirected to a mobile landing page where they are invited to cool down with a variety of McDonald’s drinks and win tickets.

From there, consumers fill out a form with their name, state, ZIP code and email and check whether they are a Mets or Yankees fan.

Additionally, there is another mobile banner ad running at the top of that screen that encourages consumers to find the nearest location and try out a cool beverage.

The campaign takes advantage of a consumer’s location by using the GPS technology within their device.

By including this feature, McDonald’s is able to increase foot traffic to its locations.

And, by running a sweepstakes, the fast food giant is giving consumers an incentive to click the ad.

Mobile efforts
McDonald’s is gradually becoming the king of mobile.

Earlier this year, McDonald’s ran several mobile advertising campaign promoting its new menu items.

Each campaign included a store locator feature that enticed consumers to visit its locations.

Most recently, the company announced that it will be testing a new mobile payments service with PayPal that lets consumers order their favorite meals at participating restaurants in France.

According to McDonald’s the trial will take place in 30 restaurant locations in France.

Through the service, consumers can order food either online or through the McDonald’s mobile app and checkout via PayPal. From there, consumers can pick up their meal from a separate line (see story).

“The banner has a clear offer directly related to the site hosting the ad, the click-through takes consumers to a sign-up page for the promotion, collecting data for presenting new offers to engaged consumers, and once filled out drives consumers straight to a page with find locations to drive foot traffic,” Ms. Troutman said.

“This is an extremely well done mobile ad campaign,” she said.

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

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Rimma Kats is associate editor on Mobile Commerce Daily and Mobile Marketer. Reach her at

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