TITLE

McDonald's launches biggest mobile campaign with Disney

AUTHOR(S)
Pearse, Justin
PUB. DATE
December 2004
SOURCE
New Media Age;12/2/2004, p3
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article reports on the mobile marketing campaign to be launched by McDonald's on December 3, 2004. The campaign, run in association with Disney, is the first major mobile marketing campaign in Great Britain since the company's text and win initiative to promote the film Monsters Inc. in January 2002. The new campaign is to promote the launch of the movie The Incredibles and runs until January 6, 2005. It will also promote the launch of a new product from McDonald's, Twisty Fries. Cups will be printed with eight-digit codes, which consumers will he encouraged to text in to win a range of mobile content prizes. The mobile content is being provided by Disney Mobile and includes logos, ringtones, movie soundbites and Java games. with every entrant a winner. The text and win campaign will be promoted via television activity. The mobile numbers of consumers entering The Incredibles promotion will not be used to create a database for future mobile marketing activity. This flies in the face of the majority of mobile marketing activity and illustrates the company's continuing caution in adopting mobile marketing in Great Britain. A McDonald's spokeswoman said the company would use the results of the new campaign to help determine its future use of mobile marketing.
ACCESSION #
15314416

 

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