InfoSpace Mobile PARTNERS

McDonald's opened its first restaurant in the Netherlands on August 21, 1971, in Zaandam. Today, it has over 193 restaurants and 15,000 employees. Globally, McDonald's is the world's leading food service retailer with more than 30,000 restaurants in 118 countries serving 46 million customers each day. It is one of the world's most well-known and valuable brands and holds a leading share in the quick service restaurant segment of the informal eating-out market in virtually every country in which it does business.

McDonald's was looking for a reliable and cost-effective solution to quickly launch an engaging SMS-based promotion as part of its strategy to target and strengthen its relationship with the youth market in the Netherlands.

McDonald's chose to use InfoSpace Mobile's wholesale SMS solution to power "McMovieQuiz," an innovative SMS-based promotion running over all mobile networks in the Netherlands.

InfoSpace Mobile's solution enables corporate marketers to quickly and cost-effectively create, package, deliver and manage SMS promotions that match business objectives. InfoSpace Mobile offers mobile application development expertise and wholesale delivery services across major network operators in the UK and Netherlands, providing a single point of distribution to reach the vast majority of mobile users in those markets.

These services can be of use to a wide range of companies including media and publishing, travel and leisure, finance and major consumer brands. By fostering this two-way relationship between advertisers and customers, companies such as McDonald's are generating impressive response rates.

McDonald's chose InfoSpace's wholesale SMS solution to power "McMovieQuiz," an innovative SMS-basedpromotion.

McMovieQuiz gives McDonald's customers in the Netherlands the opportunity to test their movie knowledge by participating in an interactive SMS-based trivia game, and to win prizes for providing correct answers.

The promotion is printed on McDonald's medium and large beverage cups. It invites mobile subscribers of any of the five major Dutch operators to send an SMS message containing a unique code to a predetermined number, both of which are listed within the promotion.

After sending the message, the user receives an SMS reply containing a movie question and three possible answers. The user responds and then receives another reply stating whether or not the answer is correct. Prizes for correct answers include discounts on DVDs, videos from an affiliated mega-store, free trips to Euro Disney and mobile phone packages from Dutch carrier KPN.


		Virgin Mobile UK Virgin Mobile was looking for a partner who could help to aggregate and integrate entertainment... more>
		T-Mobile T-Mobile's objective is to drive subscriber uptake and usage and further differentiate its offering... more>

The McMovieQuiz campaign showed impressive results, with more than 35% of users participating in the promotion more than once.

McDonald's marketing coordinator for the Netherlands, Aleks Fiege, said: "This SMS promotion is a new activity for McDonald's in the Netherlands, focusing on teens and young adults. With this innovative and interactive mechanism and medium, we're tapping into their interests with very promising results."

McMovieQuiz was part of a promotion McDonald's Netherlands conducted around the premiere of the Movie "Signs" starring Mel Gibson.

McMovieQuiz was featured in a television commercial that ran on major Dutch networks and advertisements for McMovieQuiz were posted in McDonald's restaurants throughout the Netherlands.

SMS is fast becoming an essential ingredient in companies' media and promotions activities. Quick and interactive, it is an innovative technology that is opening up new opportunities to communicate one-on-one with customers.

A notoriously elusive target demographic, teens are latching on to SMS technology with unprecedented enthusiasm. With its interactive capabilities, SMS caters to the youth market's desire for constant communication - unlike traditional media such as television and radio.

SMS is therefore rapidly becoming a critical component of any marketing effort seeking to capture the attention of the youth and teen market.

Advertising using SMS is exploding in Europe and Asia. The Federation of European Direct Marketing (FEDMA) anticipates that more than half of direct marketing across Europe will soon be carried out by mobile short message services either directly or by third-party SMS marketing providers.

According to UK-based wireless marketing firm Enpocket, the average response rate for SMS marketing messages is 15%, whereas it is 6.1% for e-mail (according to DoubleClick) and 5.2% for direct mail (according to DMIS).

Enpocket also determined that 23% of mobile phone owners will store a message and read it later, and that 20% will show the message to a friend.