The campaign, powered by NAVTEQ LocationPoint Advertising, enabled McDonald's to deliver location-relevant mobile ads to users of Nokia Ovi Maps when they were within a certain distance of McDonald's 82 restaurants in Finland. The ad campaign promoted a McDonald's cheese burger for 1 euro, resulting in a solid, measureable ROI, a 7.0% click-thru rate. Consumers clicked on the ads to see promotion details and receive driving or walking directions to the nearest store location. Of users who clicked through, 39% selected the click-to-navigate option which offered "drive to" or "walk to" navigation to the nearest McDonald's location using Nokia's Ovi Maps navigation.
"Targeting consumers when they are near our locations and then navigating them right into our stores is powerful marketing for McDonald's," said Tomi Wirtanen, head of marketing, McDonald's 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."
Gartner predicts that worldwide sales of mobile phones will overtake PCs for web surfing by 2013, with a 1.82 billion install base of smart phones and browser-equipped feature phones. NAVTEQ is uniquely positioned to deliver and manage a turnkey advertising solution to smart phones given its role as a leader in location content and services, its relationships with hundreds of hundreds of affiliate partners and its ability to distribute attractive dynamic advertising inventory.
"NAVTEQ is uniquely positioned to bridge the digital and physical worlds by combining the location assets from NAVTEQ and the consumer reach of Nokia," said Tuula Rytila-Uotila, VP Location, Nokia.
"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."
"McDonald's is among the first advertisers in Europe to provide insight into the growing location based advertising market," said Christopher Rothey, VP market development and advertising for NAVTEQ.
"The outstanding performance of the McDonald's campaign validates the promise that location-based ads are more relevant to the consumer and greater relevance means higher impact."
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