iMedia Connection: The Value in Mobile Marketing

iMedia Connection: The Value in Mobile Marketing
When executing integrated campaigns, allow mobile to play a prominent role in the campaign. This will allow interactive channels the opportunity to perform at their best, and it reduces the overuse of more disruptive media channels. For example, McDonald's recently executed a mobile campaign to promote the Big Mac. As a part of the campaign, the company integrated a mobile call-to-action alongside a website address on Big Mac packaging to allow customers to register and participate in the promotion. To McDonald's surprise, 40 percent of the customers that participated in the campaign opted-in via their mobile phones. Needless to say, the program was deemed a tremendous success.