Mobile Marketing Case Study – McDonald’s “The Incredibles” (12 Snap)

Brand:            McDonald’s

Campaign:     The Incredibles

Goals:

Headline:

Meet The Incredibles at McDonald’s!

Sub-line:

Personalized mass-communication connected The Incredibles to millions of consumers. 

Create a unique, mass-capable Campaign to promote the new Pixar/Disney movie “The Incredibles” at McDonald’s. Focus on the characters of the movie. Target the young adults. Roll out the campaign to the following McDonald’s countries: Germany, UK, Spain, Austria and Italy.

Solution:

“Experience The Incredibles at McDonald’s”.

The customer sends in a unique code from the cup to call The Incredibles by SMS. The Incredibles then instantly contact you via your mobile and they do all kinds of fun things: offer to take a picture with you and the Incredibles, paint your own name on a skyscraper (electronically), answer calls to your mobile mailbox, invite you to play a mobile game with them.

An intelligent dialogue-system with over 50 different answers and over 50 goodies creates the illusion of true live communication with The Incredibles.

Results:

·          Response rates of up to 20%

·          Millions of McDonald’s guests were introduced personally to The Incredibles via their mobile phone.

·          Most McDonald’s guest interacted with The Incredibles even long after they left the restaurant.

·          Major success for all parties involved in the promotion

About 12 Snap

12snap is an award-winning advertising agency focused on mobile channels. Providing campaign realization and delivery, we develop innovative and effective marketing and CRM programs for top global companies including McDonald’s, Procter & Gamble, Coca-Cola, Budweiser, L’Oréal and Disney. Our campaigns are inspired by one-to-one engagement with mass-market consumers, made possible by the phenomenal growth in ownership and market penetration of mobile handsets.  See www.12snap.com