As McDonald's prepares to launch its new Frappes, operators in its San Diego market have prepared their local marketing plan. Clear Vision Advertisement has partnered with McDonald's San Diego Co-op to advertise the launch of the new McDonald's drinks, the latest addition to the McCafé specialty beverage line.
The launch will include 70 taxi tops around all of San Diego displaying the new campaign as well as a coupon program developed by Clear Vision and Davis Elen Agency, agency of record for the McDonald's San Diego Co-op. On the back of each taxi receipt given out to customers will be a coupon for a "Buy one McFrappe, get one free."
Close to 400 taxi drivers will have the receipt coupons to hand out to customers, and as such Clear Vision and the Co-op are hoping to use these to track the Return on Investment (ROI) for individual McDonald's owners.
The goal is to create a multilayered advertising scheme that will incorporate the extension taxi tops and the new coupon receipts. The extension tops will be visible advertising to any passerby who sees the taxis throughout the city, while the customized taxi receipts will direct taxi customers into one of the 118 local McDonald's stores.
"We're excited for a client of this prominence and stature to shed a light on our form of advertising; where most advertisers tend to overlook taxi-top advertising, the McDonald's San Diego Co-op is allowing us to prove the efficiency and effectiveness of this form of advertising," said Alex Ghebreselassie, managing partner at Clear Vision, in a news release.
Additionally, the campaign will mark the debut of a new kind of taxi top in San Diego, the extension top. The extension top is the standard two-sided taxi top with a twist. The custom extension tops allow for and provides even more impact, visibility and creativity to McDonald's Frappe campaign. Whereas the original advertisement may have just featured a picture of the McFrappe, the extension top will feature a two dimensional picture with the foam on top of the drink protruding on the taxi top.
