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McDonald's Pick 'n Roll Wireless Promotion

Mcd_pnr_phone_1McDonald's launched their NBA Playoffs wireless promotion in connection with their Internet-based promotion by the same name. If you pick the series winner and the number of games played, you score points. The top winner gets to see their team in action at some future point, and there will be 10 other winners that will receive a US$100 gift certificate from the NBA.com online store.

I think games like this are exactly what marketplaces need to do to increase what I call circulation, i.e., the number of stores shopped during a typical visit. Shopping center giant Westfield has made it a priority to bring in the retailers that enable shoppers to satisfy more recurring shopping occasions. For example, by replacing a department store component with a grocer, the mall gets much healthier traffic.

Google and others have recently released SMS tools that allow consumers to research movie showtimes, product pricing and driving directions. These are the kinds of tools shoppers will increasingly use to better manage their lives and determine where they are going to go to shop. Marketers like McDonald's and Westfield know that contests stimulate healthy sales traffic without training consumers to expect continuous price discounts.

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