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McDonald?s taps iAd to support multichannel McRib campaign

McDonald?s is using Apple?s iAd network to promote its new McRib sandwich via mobile banner ads that engage consumers with quizzes, wallpaper images and an interactive map to find the closest location.

The banner ads are featured in the Pandora application. McDonald?s worked with its agency partner Tribal DDB on the campaign.

?We believe that the iAds format is an ideal tool for storytelling,? said Anja Carroll, director of media at McDonald?s, Chicago. ?With McRib, specifically, we saw an opportunity to extend The Legends of McRib story.

?Along with our agency partner, Tribal DDB, we came up with the idea of offering some new and unique experiences in the iAd platform, including giving users the chance to test their McRib knowledge with a quiz, offer fun wallpaper images, as well as an interactive map to find the McRib nearest them,? she said.

?All of these interactive elements serve to further engage the customer and support the overall campaign in a fun new way.? 

When users click on the McDonald?s banner ad, a page loads with lightening in the background and reads ?The Legends of McRib.?

McDonald's iAd banner in Pandora's iPhone application

When users click on the banner, the page loads

When the page loads it features a photo of the McRib with sentences running below it.

The sentences include: ?And now, you shall be rewarded for the McRib is back? and ?Come, explore exactly what it takes to make a legend.?

There is also a menu button on the bottom of the screen that expands.

When consumers expand the menu they have the option of exploring the legends or find the closest location.

Users can take a quiz to test their knowledge on the McRib.

Additionally, consumers can McRib their phone with wallpapers.

?It really is all about being able to tell a story,? Ms. Carroll said. ?This new mobile experience from the apple iAd platform uniquely puts the campaign in a customer?s hands ? it helps create a stronger connection with the brand.?