TITLE

McDonald's

PUB. DATE
March 2005
SOURCE
Brand Strategy;Mar2005, Issue 190, p28
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article presents a case study of mobile marketing in Austria, Germany, Italy. The company McDonald's Corp. invested in a mobile on-pack promotion around the launch of Disney cartoon Finding Nemo in 2003. Over 70 different Finding Nemo mobile specials could be won instantly by texting in a code, which appeared on soft drink cups. Each code guaranteed a form of Finding Nemo-themed mobile content. Content included ring-tones, postcard greetings, a Java game, movies, and a voicemail message. The promotion used TV advertising, radio and PR. Almost 20% of those buying soft drinks responded to the campaign in the three countries.
ACCESSION #
16371240

 

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