Fast food giant McDonald?s is proving that it is a force to reckon with in the mobile space with a new mobile advertising campaign that promotes its breakfast items.

The company is sponsoring Us Magazine?s Hot Pics section within the publisher?s mobile site. The mobile ads promote the new McDonald?s Blueberry Banana Nut Oatmeal.

?McDonald?s promoting a new breakfast product on news articles that are more than likely read during the morning hours is a good marketing strategy, allowing consumers to view the ad, click to locate the nearest location, and map it to their current location all without leaving the app where the mobile ad is located is a winning combination,? said Marci Troutman, CEO of SiteMinis, Atlanta.

Ms. Troutman is not affiliated with McDonald?s. She commented based on her expertise on the subject.

McDonald?s did not respond to press inquiries.

Fast food lane
The mobile banner ads on the top of Us Magazine?s mobile site feature a picture of the new blueberry banana nut oatmeal.

When consumers tap on the ad they are taken to a mobile landing page where they can learn more about the new breakfast item, as well as find the nearest McDonald?s location to try it out.

The ad takes advantage of the device?s GPS-enabled technology and helps users locate the nearest McDonald?s location.

A mobile advertising campaign such as this is a great way to drive in-store traffic, as well as promote a new product.

Mobile advertising past
McDonald?s is no stranger to the mobile advertising arena.

Last year, the fast food giant turned to mobile to engage and drive consumers to its locations via a mobile ad campaign that promoted its breakfast selection through an interactive memory game (see story). 

Most recently, McDonald?s used a mobile ad campaign to entice users to try the company?s dollar menu items by playing a word scramble game (see story).

?Mobile ads should be well thought out prior to placement with a very clear action happening within the ad,? Ms.Troutman said. ?The next best thing to bring this ad full circle would be to include an action that captures customers' data.

?Overall, this mobile ad is right on target with a clear action to a new product promotion on a news site that has high traffic in the mornings,? she said. 

Final Take
Rimma Kats is associate editor on Mobile Marketer, New York