Mobile Coupon Marketing

トクするケータイサイト

The mobile site "Toku suru keitai site" produced by McDonald's Japan rings the bell.

They announced its number of users reached 2,000,000 in April 07 and went to 5,000,000 in Octber.

About 3,000,000 people rushed into the site within just 6 months.

Actually, I see people see their mobile phone in front of McDonald's shop.

And they say "I'd like to have this with coupon number XX".

McDonald's mobile web coupon is made with Flash Lite.

It helps users to download coupons as well as to use them.

About 20 pieces of digital coupon image are bound as one Flash file.

So a customer can display favorite one with just pushing up/down key.

Shop staff just needs to hear the number of coupon.

It's so easy to manage that it takes lesser time to use coupons.

In Japan, not a few companies have launched digital coupon campaign for WAP phone.

However, McDonal's mobile web coupon can be said “Unique!” because of its short effective term. It's only about 2 or 3 days.

I found this short period system works strategic.

You can buy "MEGA MAC (*)" alone with mobile coupon in week days.

But in weekend, you can’t do that. You just find coupon of "MEGA MAC COMBO" instead.

Isn’t this strategic approach?

During week days, the Flash coupon attracts new customers.

And it works as an up-selling promotion tool in weekend.

That might be the reason why they limit its term so short.

Today, many companies go mobile marketing.

Most of them are focussing on “always-on communication” but few are on its “unique immediacy”.

You should watch McDonal's mobile coupon campagin.

(*)MEGA MAC is the name of special volumed hamburger sold in Japan.