22.06.2009
McDonald's runs mobile ad campaign for new M Burger
The launch of the McDonald’s Corp.'s M Burger in France stood out for its innovative use of mobile advertising. The fast food franchise ran banner ads on the Microsoft Advertising Mobile Media network. The brand used animated banner formats instead of traditional mobile banners. The M Burger is made with 100 percent beef, has batavia lettuce, tomato and emmental cheese, on a stone-baked ciabatta roll. The goal of the campaign was to drive awareness of the new McDonald’s M Burger among 25 to 44-year-old men and stressed the premium ingredients used to create it. Ad formats such as Windows Live Messenger tabs and video streaming banners, enhanced animated banner ads and a homepage takeover running on French sports sites ran across the Microsoft Advertising mobile network. Microsoft conducted a research to test the effectiveness of these new animated banners and found that the campaign delivered a brand recall of about 70 percent. Furthermore, the brand awareness with the new type of banners was 13.2% higher than Microsoft’s traditional banners. The mobile advertising campaign delivered 1.3 million impressions and a 4.6% click-through rate.
Fonte: Mobile Marketer
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