Case Study: McDonald LBS Mobile Ad - "Cheese Burger for 1 EURO"

McDonald's Finland wanted to test the impact of a location-targeted mobile ad campaign on driving foot traffic into their locations. The goal of the campaign was to entice mobile-connected consumers to come to a nearby McDonald's restaurant.

Together with NAVTEQ, the leading provider of map, traffic, and location data, McDonald's demonstrated that location-based advertising is a powerful means of converting a mere passer-by to a paying in-store customer.

Enabled by NAVTEQ LocationPoint™ Advertising, McDonald's delivered location-relevant mobile ads to users of Nokia Ovi Maps when they were within five miles of any of McDonald's 82 restaurants in Finland. The ad campaign promoted a McDonald's cheese burger for 1 euro, resulting in a solid, measurable ROI, a 7% click-thru rate. Consumers clicked on the ads to see promotion details and receive directions to the nearest store location. Of users who clicked through, 39% selected the click-to-navigate option which offered "drive to" or "walk to" navigation to the nearest McDonald's location.

Source: Navteq Media

Common Tools

Do you know what are the tools of Mobile Marketing? Let's share some of the ideas as below:

Location-based services (LBS)

LBS are services that exploit knowledge about where a mobile device user is located. It is divided into 2 kinds: push and pull approach. Nowadays, it is common applied in advertising, called location-based advertising (LBA). It uses location-tracking technology in mobile network to target customer with location-specific advertising on their mobile devices...More...




Mobile Application

Mobile application is the process by which applications are developed for handles devices such as personal digital assistants, enterprise digital assistants or mobile phones. These applications are either pre-installed on phones during manufacture, or downloaded by customers from app stores and other mobile software distribution platforms...More...

Quick Response Code (QR Code)

It is a two-dimensional code generates from text or URL, which directs people to retrieve resources like specific information, video clip, e-coupon etc., by using the QR decoder.This decoder basically is an application installed to a mobile device with camera lens, decoding the bar code through the scan process in high speed...More...

Short Message Service (SMS)

SMS is available on digital GSM networks allowing text messages of up to 140 English characters to be sent and received via the network to a mobile phone, or from the Internet, using a so-called "SMS gateway" website. If the phone is powered off or out of range, messages are stored in the network and are delivered at the next opportunity...More...