Mobile Marketing

Cell phones are one of the most important digital platforms for marketing to young people, enabling companies to directly target users based on previous buying history, location, and other profiling data. As the practice grows, mobile users will increasingly be sent personally tailored electronic pitches, designed to trigger immediate purchases and timed to reach them when they are near particular stores and restaurants.¹

• McDonald's McFlurry mobile marketing campaign was designed to "create a compelling way to connect with the younger demographic." Six hundred McDonald's restaurants in California urged young cell phone users to text-message to a special phone number to receive an instant electronic coupon for a free McFlurry dessert. Youth were encouraged to "download free cell phone wallpaper and ring tones featuring top artists," and to email the promotional Web site link to their friends. Ads on buses, billboards, "wild postings" near high schools, and even skywriting airplanes promoted the "Text McFlurry 73260" message.²
• The Kellogg Company printed Web addresses on more than 6.5 million of its Kellogg's Corn Pops cereal packages. When customers go onto the "Gotta be Connected" Web page, they are run through a series of pop-up messages that capture personal information, along with cell phone data, including the phone number. Within days, Kellogg sends a text message with a trivia question. Those who answer the question correctly will receive a free Corn Pops screensaver, as well as a chance to win additional prizes, including "pre-paid airtime, a free phone, or other prizes."³

 

1 "Solutions for Mobile Operators," JumpTap, http://www.jumptap.com/solutions_mob_adinv.aspx (viewed 28 Mar. 2007).

2 Amy Johannes, "McDonald's Serves Up Mobile Coupons in California," PROMO Magazine, 26 Oct. 2005, http://promomagazine.com/incentives/mcds_coupons_102605/ (viewed 26 Mar. 2007).

3 Mobile Marketing Association, "Case Studies: Kellogg's Corn Pops," 7 Mar. 2005, http://mmaglobal.com/modules/wfsection/article.php?articleid=23 (viewed 29 Mar. 2007).