When McDonald's decided to roll out a new burger in France, they turned to the mobile channel:

The launch of the McDonald’s Corp.'s M Burger in France stood out for its innovative use of mobile advertising.

The fast food franchise ran banner ads on the Microsoft Advertising Mobile Media network. The brand used animated banner formats instead of traditional mobile banners.

The goal of the campaign was to drive awareness of the new McDonald’s M Burger among 25 to 44-year-old men and stressed the premium ingredients used to create it.

Read more @ Mobile Marketer.

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