NAVTEQ, the leading global provider of maps, traffic and location data enabling navigation, location-based services and mobile advertising around the world, today announced it has been awarded the EMMA 2010 prize for most effective location-based mobile advertising campaign in Europe.
The campaign, based on the NAVTEQ LocationPoint™ Advertising Network, enabled advertiser McDonald’s to deliver location-relevant mobile ads to users of Nokia Ovi Maps when they were within a certain distance of McDonald’s 82 restaurants in Finland. The campaign promoted a McDonald’s cheeseburger for 1 euro. Consumers clicked on the ads to see details of the offer and to find the nearest McDonald’s. The campaign yielded a 7% consumer click through rate (CTR); of those, 39% of users asked for maps to the nearest McDonald’s restaurant.
“We recognize that using NAVTEQ LocationPoint to target consumers when they are near our locations and navigating them right into stores is powerful marketing,” said Tomi Wirtanen, Marketing Director, McDonald’s Finland. “We pleased to find EMMA recognized that too.”
“We believe location can and will transform the ad experience,” said Chris Rothey, vice president, Advertising for NAVTEQ. “The McDonald’s campaign is a superb example of this.”
The Effective Mobile Marketing Awards (aka the EMMAs) is the Awards Programme for the mobile marketing business that recognises the effectiveness of mobile marketing campaigns, applications, sites and other activities in the mobile channel on a global basis.
NAVTEQ (navteq.com) is the leading global provider of maps, traffic and location data (digital location content) enabling navigation, location-based services and mobile advertising around the world. NAVTEQ was founded in 1985 and now supplies comprehensive digital location content to power automotive navigation systems, portable and wireless devices, Internet-based mapping applications and government and business solutions. The Chicago-based company is celebrating its 25th anniversary in 2010, proudly supported by approximately 5,100 employees located in 212 offices in 48 countries.
About McDonald’s Europe
McDonald’s Europe (mcdpressoffice.eu) is the region’s leading food service retailer with more than 6,600 restaurants in 40 countries serving 12 million customers a day. More than 60% of McDonald’s restaurants in Europe are owned and operated by independent local business men and women.
NAVTEQ and LocationPoint are trademarks in the U.S. and other countries. All rights reserved.
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