Enpocket announced today that it has been selected by McDonald's to provide mobile couponing for a direct response marketing campaign. The campaign will drive localized retail traffic during the traditionally slower late evening hours with a series of weekly mobile coupons for late-night offers.

Enpocket and Media Planning Group are working together to launch the mobile couponing campaign promoting McDonald's late night deals in the New York metropolitan area. The offers will be featured on the McDonald's Late Night Lounge website. In addition, the campaign will be supported by mobile advertising banners running across several popular mobile internet sites, where consumers are targeted by age and location.

"McDonald's is always looking for innovative ways to interact with our customers in a way that will create relationships that build brand loyalty," said Ken Ebo, Marketing Director of McDonald's. "Targeting our customers with special offers when they are mobile is very powerful for McDonald's. Having customers interact with our brand on their most personal device is one of the most effective ways to not only engage the consumer but also provide an almost immediate call to action."

"The mobile channel aligns perfectly with the quick serve restaurants' core consumer demographic," said Enpocket CEO Mike Baker. "Leaders in the industry, like McDonald's, are realizing the potential to improve sales by developing targeted mobile campaigns that drive consumers into stores at the most desirable times."