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.