The plan called for targeting consumers within a certain distance of a McDonald’s restaurant with a location-aware ad heralding a special offer, which would in turn trigger a mobile map and directions to the nearest restaurant. Together with NAVTEQ, the leading provider of map, traffic, and location data, McDonald’s demonstrated that location-based advertising is a powerful means of converting a mere passer-by to a paying in-store customer.
McDonald’s Finland wanted to test the impact of a location-targeted mobile ad campaign on driving foot traffic into their locations. The goal of the campaign was to entice mobile-connected consumers to come to a nearby McDonald’s restaurant.
