Thursday, May 17th, 2012
Fast food giant McDonald?s has signed a partnership with Bullseye?an ad targeting service provider. The partnership will work on a mobile advertising campaign to sell the McRib?a seasonal pork sandwich.
The McRib is not a new product. In fact, loyal McDonald?s consumers have been treated to this product since 1982. This sandwich will now be seasonally available in Dallas, Austin, Salt Lake City and Durham. McDonald?s will be using the services of Bullseye to advertise the product through mobile networks.
Consumers need only type ?MCRIB? and send it via text to 69937. From there, they get access to exclusive mobile content, like ring tones, wallpapers, etc.
Unlike conventional ad campaigns, this one specifically targets the 18-34 age demographic. Bullseye allows McDonald?s to target the demographic with utmost precision?by age and preferences.
?With mobile, the audience demographic tends to skew younger,? said Steve Shapiro, Myxer?s marketing VP. He claimed that ?? they [target market] liked the concept of being able to take their brand with them.?
