Thursday, August 9, 2012

McDonald’s Winning Mobile Ad Strategy

Smartphone use is rapidly growing and 9 out of 10 people say they notice mobile ads.
McDonald’s is promoting the new triple cheeseburger on the Rolling Stone mobile website. The ad reads “Spend Less. Taste More” and features the McDonald’s logo as well as an image of its triple cheeseburger. It is simple and eye-catching and when selected, consumers are redirected to a location finder to feed their indulgences.
What I find to be a clever addition to the mobile ad is the Twitter icon that leads to the McDonald’s Twitter landing page. By adding this social network element into the ad, McDonald’s is giving consumers an opportunity to continue a relationship with them.
Another McDonald’s mobile ad that caught my eye was for the Blueberry Banana Nut Oatmeal, a new breakfast product. What’s makes this ad a ‘winner’ is that it is being promoted mainly on Us Magazine’s mobile website. Research shows that people are most likely to read this magazine during the morning hours. Promoting the new breakfast item within a magazine mobile website that has the most traffic in the AM hours is considered a good marketing strategy in my book.
By clicking on the breakfast ad, the smartphone user is able to locate the nearest McDonald’s and obtain mapped directions from their current location. Consumers can do all this without even leaving the mobile website they were initially on. Now that’s trouble-free!

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