McDonald's Launches New York Mobile Coupon Campaign

McDonald's Corp. will offer mobile couponing intended to drive localized retail traffic during traditional slower late evening hours.

The series of weekly mobile coupons for late-night offers is being introduced in the New York metropolitan area and will be featured on McDonald's Late Night Lounge Web site at www.mcdonaldslatenight.com.

Mobile marketing services provider Enpocket, Boston, is powering the effort for the nation's leading fast food retailer of burgers.

Campaign support includes advertising banners running across several mobile Internet sites, with consumers targeted by age and location.

The mobile channel aligns well with McDonald's core consumer demographic, Enpocket  said.