Chapter 3: McDonald’s Winning Mobile Advertising Strategy
Smartphone penetration is rapidly growing and 9 out of 10 people say they take notice to 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 indulges.
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 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. 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 A.M. hours is considered a good marketing strategy in my book.
By clicking on this 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!
Creative, resourceful and simply ingenious; those are only a few adjectives to describe the mobile campaign that McDonald’s has put in place. The mobile website and app are direct and straightforward which makes it very appropriate for mobile devices and busy consumers. They provide a unique and creative way to distribute and redeem coupons as well as entice consumers into McDonald’s restaurants, gaining them more burger sales. While we move forward into an era of high technology and consumers who want more, mobile is the way to attract new customers, as well as retain and reward old ones.