McDonald’s is promoting its new coffees via a new mobile ad campaign that aims to bolster in-store traffic and sales.
The mobile ads are sent when the customer (carrying their smart phone) is within range of a McDonald's restaurant. When consumers tap on the mobile ad a mobile-optimized landing page appears that promotes McDonalds' hot beverages and then points them to the nearest McDonald’s location.
“The rise of local market targeting has been one of the overarching (no pun intended) themes this year in mobile advertising, and brands are increasingly using mobile to reach local consumers,” said Mack McKelvey, senior vice president of Millennial Media, Baltimore, MD.
The mobile ad also lets customers download free holiday wallpapers to their mobile device, and gives info about the limited-time only hot beverages that they serve.
Social Media Connections.
McDonald’s is letting customers tell their friends about the hot beverages on Facebook or Twitter using social media connections in the Mobile Ads.
Running a mobile ad campaign such as this has been very effective for McDonald’s and is helping them build their brand even further using social media. The mobile ads are timely, featuring hot beverages during the winter holiday season, and incorporate location-based technology to help consumers find the closest McDonald’s location fast when they are short on time.
Not McDonald's first foray into Mobile Ads.
McDonald's has been involved in Mobile advertising in the past. Earlier this month, they used mobile to drive consumers to their locations via a mobile ad campaign that promoted their breakfast menu through an interactive memory game. They have also used mobile advertising to promote their classic, the Big Mac hamburger, to on-the-go consumers.
I believe that we will see much, much more of this type of advertising in the future, as companies big and small move towards mobile marketing and the continuously growing mobile marketplace.
Cheers.
Mobile App Man
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