News

McDonald's new coffee promotions geared toward college crowd

December 12, 2011

McDonald's has partnered with CampusLive to leverage its Surge Marketing platform to engage the college market and drive awareness in select locations in New England.

With the help of Mobext, an arm of Media Planning Group, CampusLIVE created customized challenges to help McDonald's jumpstart two key campaigns:

• The $1 Any Size Coffee promotion: Running through Dec. 31, this campaign challenges users to visit a McDonald's location close to their campus, purchase a coffee, take a picture with their best "McSmile" and submit it on CampusLive.com. The top voted picture on the website will win a trip for two to Miami.
• New Peppermint Mocha promotion: This promotion, which recently ended, challenged students to create their own Peppermint Mocha art message and share it with friends via Facebook and Twitter. A student from UMass Lowell was announced the winner and was awarded with free McCafe beverages for a year after securing the most votes for his artwork.

Through its Surge Marketing programs, CampusLIVE jumpstarts promotional campaigns by specifically engaging the college demographic.

"McDonald's is an iconic and progressive brand who understands that, in order to truly engage the college market, you must do so in a highly targeted, non-traditional way," said Boris Revsin, CEO, CampusLIVE. "With innovative and convenient products, McDonald's fits perfectly into the busy lives of college students. Our goal was to build awareness and activation around these two specific promotions and create challenges aimed at deepening the relationship between the students and the brand."

Read more about social media marketing campaigns.