McDonald's treats young txt-msgrs 2 ice-crms
McDonald's restaurants in Southern California, USA, are now connecting with young adults through their mobile phones through a new text-message couponing promotion which encourages youngsters to send an SMS requesting a free McFlurry ice-cream desert.
To participate, mobile phone users simply text the word 'McFlurry' to the promotion's special number. They then receive an SMS from McDonald's containing an electronic coupon for a free McDonald's McFlurry. All that remains after the coupon is received is to visit any participating McDonald's restaurant to redeem it.
Accessibility Instructions on how to request the coupons are being displayed on busses and billboards throughout Southern California, and internet users can also request the coupons by visiting the rather youth-oriented mobilestr33t.com web site.
The promotion (being run in both English and Spanish) will run until 3rd November 2005, and features a number of giveaways in addition to the mobile coupon, such as free mobile phone wallpapers and ringtones featuring popular music artists.
Technologies The mobile technology, developed by Gamut Industries, offers coupons deliverable in SMS, WAP, or J2ME formats to give mobile phone users the widest opportunity to access the coupon and other giveaways, regardless of their phone's capabilities and service provider.
According to Clayton Paschen III, president of the McDonald's Operators' Association of Southern California: "This promotion is an example of how McDonald's is reaching out to the youth market in a way that is meaningful to them, and continues to provide choices and offers that fit with their lifestyles."