McDonald’s McCafe Mocha Mondays Goes Mobile with Millennial Media

BALTIMORE, MD (August 6, 2009)— A mocha flavored silver lining can now be part of consumers’ manic Mondays. McDonald’s is teaming with Millennial Media in the restaurant giant’s first mobile campaign to target the Hispanic demographic.

Customers who visit a McDonald’s on Mondays between 7am and 7pm can get a free 7oz Iced McCafé Mocha or an 8oz Hot McCafé Mocha. As this is one of the largest sampling campaigns the Golden Arches has ever done, they wanted to find some new and unique ways of reaching different segments of the market. The campaign runs through August 21st.

With Millennial Media offering the greatest reach on the U.S. mobile internet, McDonald’s is using their network to engage the mobile Hispanic community in New York City in an in-language targeted mobile ad campaign. Based on the strategy set by McDonald’s agency, d expósito & Partners, Millennial is running banner ads directing the target audience to a campaign landing page to collect opt-ins for four SMS alerts reminders about the free McCafé Mochas.

“The new McCafé Mocha Mondays is a creative mobile effort, and we are excited to work with McDonald’s to help them capitalize on the targeted power of mobile advertising,” said Marcus Startzel, SVP of Sales, Millennial Media.

About Millennial Media, Inc.
Millennial Media, the largest and fastest growing mobile advertising network in the U.S., offers the only true, end-to-end platform for mobile advertising – with full-service and self-service solutions designed to meet a vast spectrum of marketing objectives. With rich post-click solutions for engaging user experiences, the MBrand™ network for targeted audiences across premium content, and Decktrade™ for large-scale performance campaigns, Millennial Media’s suite of solutions will meet any advertising need. The company is committed to growing the mobile advertising marketplace by becoming the preferred partner to all advertisers seeking to reach mobile consumers, all publishers seeking to maximize ad revenue, and all mobile operators seeking to further monetize their networks. For more information, please visit http://www.millennialmedia.com or follow us on Twitter at www.twitter.com/millennialmedia.

Media and Analyst Inquiries
Erin (Mack) McKelvey
VP of Marketing
443 992 4193 (o)
443 878 5673 (m)
mack@millennialmedia.com

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