Fast food giant McDonald's will this week launch what is said to be
the largest UK retail mobile marketing campaign to date, a move
that could boost the fledgling market.
Low costs and large potential audiences could make campaigns using
mobile technologies such as SMS a cost-effective alternative to
traditional direct marketing. Although still a relatively small
market, the support of a brand like McDonald's is likely to boost
the uptake of mobile marketing, said Anne de Kerckhove, managing
director of mobile marketing company 12Snap, which worked on the
project.
"This is a huge leap forward for the mobile medium and demonstrates
the growing recognition of mobile marketing as an essential tool by
retail brands," she said.
The four-week campaign with Disney and film studio Pixar to promote
the film Monsters Inc, will be run throughout the company's 1,200
UK outlets.
Large packets of fries will feature a peel-off sticker displaying a
code and text-in number. Customers send the code by SMS or through
the textamonster.co.uk Web site for the chance to win a
prize.
Run in conjunction with 12Snap, the Marketing Store and digital
media firm Netdecisions, it will be supported by in-store
promotions and TV advertisements.