Following the successful pilot of a mobile CRM effort at a handful of McDonald’s locations in Northern California, up to 600 McDonald’s will introduce the program this summer with the goal of rewarding customers and driving loyalty.

Sportswear maker Reebok is building up hype for its Ex-O-fit sneakers with a mobile advertising campaign that uses location to drive consumers to the nearest store to check out the shoes.

Nestlé Waters is rolling out a mobile campaign for brands including Arrowhead, Deer Park and Ice Mountain that combines QR codes, SMS and mobile Web sites to let consumers vie for a chance at winning a travel package or gift cards.

British supermarket chain Sainsbury’s is expanding its mobile commerce strategy with a new version of its online site for groceries that lets users shop and buy via a mobile device.

Mobile Marketer today – Google takes leaf from Apple playbook, tightens grip on Android; Johnson & Johnson exec: Mobile is more strategic than promotional.

Luxury Daily today – Push notifications keep luxury branded apps top of mind; Magellan Jets, Rue La La partner for complementary private jet charter hours.

It might seem odd that a former chief marketing officer and the founder of a company which helps brands advertise on mobile would pen an article questioning the long-term viability of paid media.

A new study from the Interactive Advertising Bureau points to the strong use of mobile by consumers while they are inside a retail store, with 73 percent of respondents saying they have used their mobile in store.

Department store chain JCPenney is continuing to encourage consumers to shop via its mobile offerings through a new campaign that promotes the company’s latest products.

With the iPad quickly becoming an important shopping tool for consumers, retailers such as Gap and Anthropologie are partnering with new shopping app Shopmox to be where their shoppers are.

Approximately 38 percent of high-end consumers are planning to spend less over the next 12 months, according to findings from a study by Boston Consulting Group.

Mobile Marketer today – Brand Watch: Analyzing Starbucks’ mobile blueprint; Does Facebook have the power to deliver in mobile?

Luxury Daily today – Orient-Express combines mobile, print to build email database; Dolce & Gabbana direct-links to ecommerce via restyled YouTube page.