McDonald?s is propelling consumers to connect with the brand on Instagram and take pictures of their favorite meals via a new mobile advertising campaign.

The company is running the campaign through a variety of mobile-optimized sites including Us Magazine, Spin and Billboard.

?Kargo worked with OMD Chicago to help re-launch the McDonalds Big Mac,? said Alexis Berger, vice president of sales at Kargo.

?Today the average teenager considers the Big Mac to be a part of the standard menu at this QSR,? she said. ?This product re-launch and new creative messaging, are to remind consumers of the history and greatness behind this Burger.

?Kargo is powering their mobile campaign utilizing a beautifully-designed Instagam unit. The hope is that this engaging unit will bring awareness to the product and allow the audience to engage with the brand, as folks are out enjoying the summer festivals.?

Mobile awareness
The McDonald?s mobile banner ad reads ?Share Your Biggest Instagram Moments? and ?#Instafestival Big Mac. Tap to Expand.?

When users tap on the mobile ad, it expands and claims that the Big Mac is ?the best thing to happen to your mouth since teeth.?

From there, users can take a picture of their McDonald?s Big Macs, as well as view a gallery of other photos.

The fast food giant is also encouraging consumers who do not have Instagram to download the mobile app.

Through the campaign, McDonald?s is aiming to bolster its Instagram presence.

Furthermore, the company is running different creative. Another mobile ad, which reads ?Think With Your Mouth. Big Mac,? takes consumers to the company?s Big Mac Facebook page where they can ?Like? the brand, see what others have to say about it and browse different photos. 

?With our ability to run campaigns beyond the standard banner and our killer list of publisher partners, we aligned perfectly for the brand: Spin, Billboard, RollingStone, Us Weekly, Extra, Entertainment Tonight, Vice, and more,? Ms. Berger said.

Past efforts
McDonald?s is no stranger when it comes to mobile advertising.

Last year, the fast food giant cemented its place in mobile advertising with a campaign that not only educated consumers about the current Monopoly promotion that was going on, but also let them enter on the spot (see story).

McDonald?s also ran its sixth iAd campaign, which not only promoted the company?s products, but took advantage of the device?s capabilities to offer a more interactive experience (see story).

Most recently, the fast food giant used a mobile application and rich media advertising to get the word out about its Fish McBites products (see story). 

"We have an excellent relationship with OMD Chicago and in particular with the McDonalds team," Ms. Berger said. 

"We're excited about the partnership we have developed thus far and are confident we will continue to be innovators for them in putting together mobile programs," she said.

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