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Client: Disney Pixar / McDonald’s Text a Monster Microsite

Agency: Agilisys

Art Direction: Jonathan Porter

Project Scope: Online SMS Mechanics & Text-a-Monster Microsite

The four-week campaign, which began February 8, was McDonald’s United Kingdom’s first foray into mobile marketing. It tested the waters with a partner, Disney’s Pixar, which was promoting its “Monsters, Inc.” animated flick. The online campaign was created by the Agilisys design team, headed up by their Creative Director, Jonathan Porter.

One of the panelists, J. Sandom of Rapp Digital, turned me on to this second campaign, billed as “the largest retail-based mobile marketing promotion ever carried out in Europe.” It also involves a brand that’s quintessentially American – McDonald’s.

J. Sandom, Rapp Digital

Perhaps with the exception of the high-end auto industry, the discriminating nature of “luxury” and the openness of the Internet seem to clash, leaving most luxury brands trying to figure out how to harness the Net’s incredible reach to consumers while still maintaining a presence of exclusivity.

That cross-trainer you’re wearing – one look at the distinctive swoosh on the side tells everyone who’s got you branded. That coffee travel mug you’re carrying – ah, you’re a Starbucks woman! Your T-shirt with the distinctive Champion “C” on the sleeve, the blue jeans with the prominent Levi’s rivets, the watch with the hey-this-certifies-I-made-it icon on the face, your fountain pen with the maker’s symbol crafted into the end …You’re branded, branded, branded, branded.

“Using HTML as the basis for your wireframing and prototyping can be a quick and rewarding experience with fabulous benefits, including easier user testing, improved client communication, and faster, more effective use of design time.”

What do we do now? An understandable reaction to finding a blog post slamming your brand. And a valid one. What are we supposed to do now? How a brand reacts to this question can be the difference between smothering a fire and throwing gasoline on it.

Yet many brands fail to respond correctly. And it matters more than ever. According to BIGresearch’s June 2006 Consumer Intentions and Actions Survey, 87 percent of consumers research products online before buying them in a traditional store environment.