Research by Mobile Commerce Daily shows that when QSRs integrate mobile into local campaigns, it boosts customer frequency and the average order size .  Mobile campaigns are effective at reaching targeted geographies and can be executed around ad budgets allocated to local franchises.

A core element in each McDonald’s campaign is a Cielo mobile web engagement.  Cielo rapidly creates and deploys many different engagements to support any number of regional promotions.  Each mobile landing page engages the consumer with a rich experience around the promotion.  They can deliver coupons and immediately serve the McDonald’s restaurant closest to the consumer’s location.

OPEN 24-HOURS

Some McDonald’s franchises are expand their hours to 24-hours.  This campaign integrated mobile with local radio to promote the franchises' late night menu.

Radio also has the ability to segment the promotion by hour of day.  Cielo provided text messaging services allowing McDonald’s to tag the radio ads with a mobile direct response.  This made the campaign local, timely and interactive!

The radio ads tell the story of a young man who must decide between meeting a girl at a late night party or leaving to get some food at McDonalds

Radio listeners can text-in to hear how the story ends – does he get the girl text Girl to 48121, or does he get some food. Text Food to 48121.

The text-back contains a link which opens a mobile audio stream with the story's ending.  The engagement also uses location-based services to automatically display which McDonald’s near them is open 24-hours.

 

 

WHOLESOME CHOICES

McDonald’s continues to provide and promote healthier menu options.  Wholesome Choices is a campaign that is segemented during the morning hours in markets that have begun offering new, low calerie menu items.

Text wholesome to 48121

Mobile display ads are servered in certain urban markets where commuters utilize mass transit.  For these commuters, Cielo a mobile web-based game they can play during their commute.  The game is an entertaining way to engage the consumer and build awareness of the new wholesome low calerie menu items.  As with all Cielo engagements, the mobile site uses location-based services to automatically provide the nearest McDonald’s offering the new Whole Choices.

 

 

McCafe Beverages

To boost sales of its McCafé beverage line and drive traffic to franshises, McDonald's launched a geotargeted promotion that uses mobile display and social media to reach its audience.   The campaign promotes the McCafé Peppermint Mocha espresso drink. The app identifies the location of the smartphone user and tells them the distance to the closest McDonald’s restaurant. It also gives the smartphone user additional information about the hot beverages that the brand has to offer, including a McDonald’s $1 Coffee available for only a limited time.

 

 

 

 

New Bakery Items

McDonald’s began rolling out new fresh baked menu items in selected markets.  In an all-day promotion, the mobile engagement explains how the new items are baked fresh – in each location.  Cielo integrates each McDonald’s mobile site with the local market’s Twitter feed and Facebook fan pages.  This allows consumers to LIKE the new McDonald’s menu items and share them virally with friends.