McDonald's takes the mobile plunge

Fast food giant McDonald's will this week launch what is said to be the largest UK retail mobile marketing campaign to date, a...

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.

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