Friday, August 7, 2009

McDonald's Mobile Campaign Targets Hispanics

As part of its ambitious McCafé marketing effort this summer, McDonald's has launched its first mobile campaign focusing on the Hispanic market in New York City. Through a promotion begun earlier this month, McDonald's is giving away some 10 million samples of mocha-flavored beverages on "Mocha Mondays" as part of its broader push behind the new McCafe coffee line.

Working with mobile ad network Millennial Media and agency expósito & Partners, the restaurant chain will specifically target New York's Hispanic audience with Spanish-language mobile banner ads that allow users to opt-in for SMS text reminders about the free McCafé Mochas as well as local events.

Customers who visit a McDonald's on Mondays between 7 a.m. and 7 p.m. through Aug. 21 can get a free 7 oz. Iced McCafé Mocha or an 8 oz. Hot McCafé Mocha.

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