On the Wide Screen
TV screens may soon be at a McDonald’s near you.
A Chicago-based McDonald’s is testing a new in-store marketing tool designed to build customer loyalty and enhance McDonald’s in-store experience. Under the initiative, Tap.TV is delivering exclusive video, news clips and promotional ads direct to McDonald’s consumers via TV screens.
Through multi-screen plasma displays above the ordering counter, the QSR touts menu selections and promotional offers. Consumers can “order” action sports video, news clips and, soon, music videos by sending a text message with a code for the content they want to see.
In the Playplace area, kids can select cartoons from a touch-screen panel and watch them on a 50-inch plasma display. And soon, kids can see themselves on the screens via the Playplace-mounted party camera and take pictures of themselves with Ronald McDonald.
Tap.TV, the Burr Ridge, Il-based targeted media company handles.
“What this provides McDonald’s with is the ability to do local McDonald’s advertising and marketing [it] couldn’t do before,” says Tim Dorgan, president-COO Tap.TV. “It’s a higher level of in-store interactive marketing.”
Tap.TV is expected to launch in two additional McDonald’s restaurants this month. “Based on the concept, it’s got a lot of promise,” says franchisee Wayne Adamczk of JDD Investment. Inc.
