by Branimir Parashkevov

Hi everyone. As today is the 24th of December it’s a perfect time for some Christmas stories from the business world. I will begin with many people’s favourite McDonald’s. I have already told you a story about McDonald’s SoCal and you can read it again if you want in order to compare the strategies.

The name of the campaign that I am telling you about is “Merry Xmas in The Restaurant”. It was created by the well known 12Snap company and with the idea to create a new mass market sweepstake mechanism for McDonald’s Italy, where the clients can win while they are still in the restaurant.

The Motto of the campaign was “McDonald’s makes everyone a winner – Just send a SMS to Santa & get your gift within seconds.” On the cups in the restaurant there were printed numbers. Each customer that have sent SMS with those numbers receives a prize that can vary from mobile content as a phone call with Santa, a picture with him, a post card, to physical prizes as prepaid credit cards with 20 000 Euro, 13 000 free airtime prizes and 150 mobile phones.

According to MMAGlobal the campaign has reached the stunning 25% response rate and more than 1.5m customers in 5 weeks. With this numbers, it is considered to be the best mobile campaign of McDonald’s ever.

This entry was posted on Sunday, February 1st, 2009 at 1:59 pm and is filed under Cell phones, M-business, Mobile Advertising, Mobile Marketing, Mobile phones. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.