MEDIA-I: McDonald's beats rivals in mobile push

TAIPEI: McDonald's Taiwan has rolled out a wireless campaign built around electronic coupons offering discounts on food purchases. It marks the first time that a fast-food company is using the mobile phone as a key medium. Touted as Taiwan's biggest wireless marketing initiative to date, the campaign uses telecommunications provider Chunghwa Telecom's 5.5 million base of mobile phone users. Leo Burnett's local interactive division created the campaign, which allows mobile phone users to download electronic coupons from McDonald's newly-launched website at http://www.newtastes.com.tw. The site features an online menu, ecoupons, online games, screen-savers, wallpapers and the brand's television commercials. Burnett's business manager, Jesse Lin, said: "Young people prefer e-coupons over traditional coupons because they can download the ecoupons whenever and wherever they like. Users can also forward the ecoupons to their friends, making it a viral campaign." McDonald's marketing manager, Eleen Hung, said the company is giving wireless marketing a greater emphasis in its overall marketing initiatives. Several other wireless campaigns are in the pipeline for the coming months with Taiwan's mobile phone subscribers expected to climb to 9.1 million by year-end, and about 6.7 million Taiwanese, roughly a third of the island's population, using the world wide web. Hung said: "The aim of the site is to create an informal eating outlet on the internet. As the majority of internet users are teenagers, our website provides different kinds of interactive activities." She said the site would be updated quarterly, with new benefits introduced at regular intervals.

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