The McDonald’s SMS Lounge (12snap Germany)

The McDonald’s SMS Lounge )12snap Germany)
Get mobile coupons from your ”homebase” restaurant!
 
Brand: McDonald’s
Agency: 12snap Germany
 
Author: Julia Susanne Schönherr
Date: 09-06-2008
 
GOAL:
 
Establish a long-term dialogue that drives people to the restaurant and increases sales. Offer them a service that gives them a real value. Build awareness by using a mechanic that presents McDonald’s as an innovative brand.
 
SOLUTION:
 
What do 99% of all people have in common? They love to get something for free! With the SMS Lounge, McDonald’s invited customers to save money with their mobile phone. One text message was enough to register at your favourite restaurant for the service. In the following months, people received a mobile voucher directly from the restaurant onto their phone every two weeks. The coupons – embedded in a QR code - could be redeemed by scanning them at the restaurant. Food delivery at it’s best!
 
RESULT:
 
Since its launch in July 2007, more than 10.000 participants have used this McDonald’s service. With the first of its kind mobile couponing pilot throughout Germany, the brand achieved response rates up to 29%!