McDonald’s preps first app marketing for smoothie launch

McDonald’s is launching its first marketing activity through its mobile app as part of a campaign to support the launch of its iced fruit smoothies.

McDonald's

The drinks are being rolled out nationally after a trial at a number of Welsh stores and at the Olympic Park last summer.

McDonald’s store finder app will for the first time be used as a marketing channel with a game asking users to “break the ice” on their screen to win a digital voucher to try a smoothie for free. Other prizes include access to interactive games and exclusive branded content.

The mango and pineapple and strawberry and banana smoothies are blended to order using fruit juice, fruit puree, ice and low-fat yoghurt.

They form part of McDonald’s McCafe sub-menu, which brings together its treats and dessert items.

The campaign includes TV and cinema ads that show an “iced up” McDonald’s restaurant and digital, outdoor, press and in-store activity.

McDonald’s is also launching two iced frappe drinks.

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