• by Mark Walsh  @markfwal, August 5, 2009

As part of its ambitious McCafé marketing effort this summer, McDonald's has launched its first mobile campaign focusing on the Hispanic market in New York City. Through a promotion begun earlier this month, McDonald's is giving away some 10 million samples of mocha-flavored beverages on "Mocha Mondays" as part of its broader push behind the new McCafe coffee line.

Working with mobile ad network Millennial Media and agency expósito & Partners, the restaurant chain will specifically target New York's Hispanic audience with Spanish-language mobile banner ads that allow users to opt-in for SMS text reminders about the free McCafé Mochas as well as local events.

Customers who visit a McDonald's on Mondays between 7 a.m. and 7 p.m. through Aug. 21 can get a free 7 oz. Iced McCafé Mocha or an 8 oz. Hot McCafé Mocha.

McDonald's is among the marketers seeking to tap the large and active Hispanic population on mobile phones. A Pew Internet & American Life study last year showed that Hispanics lead other demographic groups in many categories of mobile usage including texting, email and instant messaging.

And a Nielsen mobile advertising report earlier this year indicated that Hispanic data users are more likely to recall seeing ads on mobile phones (41% compared to 30% of non-Hispanics) and more likely to have responded (22% versus 13%).

The New York Hispanic population McDonald's is targeting through this mobile campaign is about 2.3 million. For the national McCafé effort launched this spring, the company was expected to spend more than $100 million across TV, print, radio, outdoor, online and other outlets.