McDonald’s, already a leading mobile marketer, kicked up its efforts a notch this year by leveraging real-time technology to support how consumers use their smartphones to engage with
the real world while driving traffic into a nearby location. A McDonald’s campaign that ran earlier this year in Kuala Lumpur featured a digital billboard in a busy town square, with
passersby able to direct what was happening on the screen by using their smartphones. The Save the Sundae Cone campaign drove significant brand engagement on a mobile Web site as well as coupon
redemptions, helping McDonald’s to raise awareness of its ice cream offerings in Malaysia’s capital.