Quick-serve restaurants
Possibly the perfect medium for driving traffic into fast food restaurants, the mobile phone brings, well, mobility, but also time and location targeting and high access to the youth demographic. It is no surprise that Burger King and McDonald's have pioneered a number of mobile marketing programs.
McDonald's mobile offers
McDonald's rolled out a direct response marketing campaign aimed at driving localized retail traffic during the traditionally slower late evenings with a series of weekly mobile coupons for late-night offers. Consumers could sign up for mobile coupons on the company's Late Nite Lounge website. The campaign was also supported by mobile advertising banners running across several popular mobile internet sites, where consumers are targeted by age and location and time of browsing.
Mobile coupons
Results
Click rates for the campaign -- launched exclusively in the New York metro area -- were more than double the industry average. The program received hundreds of opt-ins during the first week, and opt-in growth continued throughout the length of the program.
Mobile coupon and voucher programs can connect directly to the majority of retailers who measure marketing success in store visits and phone calls rather than internet clicks. Receiving a coupon on your phone is a time saver, and convenient compared to getting the scissors out with the Sunday paper.
Again, the medium reinforces the brand message: quick and convenient.
