I-play today unveiled details of a ground-breaking mobile marketing promotion for McDonald’s Filet-O-Fish sandwich and the limited edition Double Filet-O-Fish sandwich. The fully integrated campaign, created by Moroch Partners, Dallas, launched Feb 21, and includes a dedicated web site – http://www.filetofish.com - bilingual national TV and radio, POP and rich banner ads, as well as a mobile cell phone component.
 
Upon texting “FOF” via mobile cell phone to 37438, McDonald’s customers will have the option to download exclusive wallpapers, ring tones and mobile game demos free of charge (Subject to usage of cell phone minutes. Text rate charges apply). The campaign is one of the largest short code promotions of its kind and will reach customers in over 40 major U.S. markets.
 
“As the exclusive mobile gaming partner for Midnight Gaming Championship presented by McDonald’s, and other mainstream consumer brands, I-play understands the importance of being able to deliver premium content to a discerning consumer,” said David Gosen, CEO of I-play. “Mobile is the best platform available to reach people on the go, and we’re excited once again to be working with McDonald’s to help them extend the reach of their promotions and serve a targeted, niche audience.”
 
In addition, the “Filet-O-Fish” mobile component of the campaign will run in Spanish, reaching a large community of Hispanic mobile subscribers who are one the fastest growing segments of the mobile revenue market.  In-restaurant point-of-purchase materials and radio ads will communicate to the option for Spanish-dominant consumers to text “FOF 1” to 37438.