McDonald’s McCafé Mocha Mondays goes Mobile to reach Hispanic Consumers.

A mocha flavored silver lining can now be part of consumers’ manic Mondays. McDonald’s is teaming with Millennial Media in the restaurant giant’s first mobile campaign to target the Hispanic demographic.

Customers who visit a McDonald’s on Mondays between 7am and 7pm can get a free 7oz Iced McCafé Mocha or an 8oz Hot McCafé Mocha. As this is one of the largest sampling campaigns the Golden Arches has ever done, they wanted to find some new and unique ways of reaching different segments of the market. The campaign runs through August 21st.

With Millennial Media offering the greatest reach on the U.S. mobile internet, McDonald’s is using their network to engage the mobile Hispanic community in New York City in an in-language targeted mobile ad campaign. Based on the strategy set by McDonald’s agency, d expósito & Partners, Millennial is running banner ads directing the target audience to a campaign landing page to collect opt-ins for four SMS alerts reminders about the free McCafé Mochas and two local events.

“The new McCafé Mocha Mondays is a creative mobile effort, and we are excited to work with McDonald’s to help them capitalize on the targeted power of mobile advertising,” said Marcus Startzel, SVP of Sales, Millennial Media.