consume.jpg Mickey D’s has teamed with Akoo to launch the francise’s first m-Venue platform in a mall outside Chicago. The “entertainment and marketing platform” enables McDonald’s patrons to “search, select, and ‘activate’ in-store digital content — including music, music videos, and movie previews — with their mobile phones or Internet-connected mobile devices.”

Audio and video content is supplied by Sony BMG Music Entertainment, Universal Music Group, and Sony Pictures, among others. Customers can dial up entertainment (which is free — for now) via SMS, the mobile Web, or Wi-Fi-enabled laptop. Choise are played on demand in “designated multimedia zones” or queued if another selection is currently playing.

McD’s installed 10 multimedia flat-panel screens in the first m-Venue. Additional McDonald’s throughout the Chicago area and southeastern region will launch m-Venue by year’s end. Akoo say’s it’s also in discussions to roll out the platform at “big box” retail, dining, and leisure entertainment chains by early next year.

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