McText Promotion Launches in SoCal

  |  October 19, 2005   |  Comments

A mobile coupon initiative is aimed at reaching the youth market.

McDonalds teamed up with mobile marketing firm Gamut Industries to create a promotion to reach young adults in southern California. Customers who send the text "McFlurry" to 73260 will receive a coupon for one of the ice cream desserts on their mobile phones.

The promotion, which will run from October 17 through November 13 in the region, calls for customers to send a message over SMS, WAP or J2ME to receive an "mCoup" coupon for a free McFlurry at McDonalds restaurants in the area. The restaurant chain is buying ads on busses and billboards to spread the word about the promotions. Skywriters will also do their thing as eight events around Los Angeles.

Once in the store, coupon recipients can show their phones to a McDonalds employee, who will then give out a unique code. Every phone has a unique fingerprint, so coupons can only be redeemed one time for this promotion.

For the promotion, Gamut created a Web site,, to provide an alternate method to request the coupon. It also provides additional downloads like wallpapers and ringtones and will continue to be updated after this promotion ends.

"[The promotion] needed to have a Web presence for McDonalds to target this market," said David Moranville, managing director for Gamut Industries. "If we did McMobiles, it would probably never fly."

I would give [the southern California] McDonalds group a lot of credit for jumping off a cliff and giving this a try," he added. "There aren't a lot of companies doing this [couponing] right now, but I believe you'll see more soon."

Moranville did not say if future promotions would reach beyond SoCal, but did point out that Gamut has worked with McDonalds in the greater Portland area.

"The owner operator co-op groups operate their independent marketing programs, they have a corporate agenda and a regional initiative," said Moranville. He continued, "There is quite a bit of interest in what we're doing."

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!


Enid Burns

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.



Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.



    • Recent Grads: Customer Service Representative
      Recent Grads: Customer Service Representative (Agora Financial) - BaltimoreAgora Financial, one of the nation's largest independent publishers...
    • Managing Editor
      Managing Editor (Common Sense Publishing) - BaltimoreWE’RE HIRING: WE NEED AN AMAZING EDITOR TO POLISH WORLD-CLASS CONTENT   The Palm...
    • Senior Paid Search & Advertising Manager
      Senior Paid Search & Advertising Manager (Smarty Had A Party) - St. LouisCompany Description: A warm, loving, [slightly wacky] startup, we view...