Skipper

McDonalds Scores with Cheesy Location-based Campaign

David Murphy

NAVTEQ has released the results of its first location-targeted campaign in Europe by a global brand advertiser, McDonalds.
The campaign, powered by NAVTEQ LocationPoint Advertising, enabled McDonalds to deliver location-relevant mobile ads to users of Nokia Ovi Maps when they were within a certain distance of McDonalds 82 restaurants in Finland. The ad campaign promoted a McDonalds cheeseburger for 1. Consumers who clicked on the ads saw the details of the promotion, and could receive driving or walking directions to the nearest store location.
The campaign delivered a 7% clickthrough rate, and of those who clicked through, 39% selected the click-to-navigate option, which offered drive to or walk to navigation to the nearest McDonalds location, using Nokias Ovi Maps navigation.
Targeting consumers when they are near our locations and then navigating them right into our stores is powerful marketing for McDonalds, saysTomi Wirtanen, Head of Marketing for McDonalds Finland. We are thrilled with the results from this campaign. NAVTEQ LocationPoint proved that location targeted mobile advertising does indeed drive foot traffic into our restaurants.
Tuula Rytil-Uotila, Vice President Location at Nokia, believes that NAVTEQ is uniquely positioned to bridge the digital and physical worlds by combining its location assets with Nokias consumer reach. As consumers turn to their mobile devices for more services, such as music, maps, and entertainment, contextually relevant advertising can enhance the consumer experience while minimizing costs of the services to users, he says.
And Christopher Rothey, Vice President Market Development and Advertising for NAVTEQ, flags up the unique characteristics of mobile as a marketing channel. He says: 
If you look at what the mobile environment brings to advertising, its two things, personalisation and location, and if you involve those in an ad campaign, you get high relevance, which is extremely valuable to both the advertiser and the consumer.
McDonalds is among the first advertisers in Europe to provide insight into the growing location-based advertising market. The outstanding performance of the McDonalds campaign validates the promise that location-based ads are more relevant to the consumer and greater relevance means higher impact.