McDonald's Monopoly Mobile Marketing (Alliteration is clearly my strong suit)

McDonald's received some praise throughout the duration of their mobile marketing campaign for their Monopoly game promotion.  The advertisements were inserted into the Pandora iPhone app and directed consumers to a landing page where they could enter the 11-digit code from their Monopoly game pieces - found on McDonald's food containers - to see if they were prize winners.  Users could also access information about the Monopoly game and a complete list of prizes that could be won.  


A walk-through of the landing page:

The proper use of a landing page really stood out to me here - the landing page had a focused purpose and was refreshingly uncluttered.  When someone hit that page, they knew what to do, and could easily learn more information if they didn't.

Mobile marketing seems to be something that marketers either get really right or reallllly wrong. I think McDonald's got it right here. They have had previous successes in the mobile market, in order to distribute coupons to promote new coffee drinks in 2008. They recently utilized FourSquare and Twitter earlier this year in an attempt to promote their new McCafe Shakes and raise money for the Ronald McDonald Foundation ($1 donated per FourSquare Check-in in the Philadelphia area when sent to  Twitter and mentioning @McDPhilly).  A new mobile app introduced in Canada allows McDonald's customers to "create their tray" and offers nutritional information on their choices.

McDonald's has been really effective in utilizing new forms of marketing available to them.  They are connecting to young adults, who comprise a portion of McDonald's adult market, with these mobile advertising efforts, and the campaigns have been successful.