June 17, 2013 — Oleksiy Makhmutor, a fisherman who trawls the sub-Antarctic and sells his catch to McDonald’s Corp., is joining Filet-O-Fish fans at tables across Australia as the world’s largest restaurant chain introduces diners to the folks who supply its beef, fish and buns.
McDonald’s “Track My Macca’s” iPhone application in Australia, where locals refer to the chain as “Macca’s,” lets users scan Big Mac, Filet-O-Fish and Chicken McNuggets boxes to track where the ingredients came from and learn more about the suppliers, such as the fact that Makhmutor has been fishing since he was 13 and loves life on the trawler deck.
As portable screens get bigger and networks become faster, advertising is migrating from the desktop to devices on the go. The free McDonald’s app is part of a new generation of mobile marketing that’s more engaging than simple banner ads and pop- ups. They’re attracting eyeballs through apps, interactive billboards, digital window displays and sites such as Facebook and Twitter.
“Mobile advertising is going to be huge and the majority of our traditional Internet business will migrate to mobile,” said Paul Gunning, chief executive officer of Omnicom Group Inc.’s Tribal DDB Worldwide unit, the New York digital ad shop that created the McDonald’s app.
Read the full story at The Washington Post