Mobile.

"This is the year if mobile" said everyone for the past 5 years. And they will keep saying it for the next 10.

I, for one. Have never really paid attention to mobile ads until I started working at an agency and the fact is. It's pretty damn important. 

I never really even noticed how much work is put into the fact that these placements are meant for mobile. Take this McDonalds as above. When you click through to this thing, it prompts you to put in your zip code to find one. 

Usability. Meh. 

Creativity. Nah. 

Mobile is a growing platform for many brands, but to me, McDonald's did this pretty much because they could. Some big wig guy said: "Let's do mobile because.. That's what the hip kids are doing; and we have like a gazillion dollars to spend on advertising." 

Moral of the Story: McDonald's -- If you're going to do this, do something engaging. The click through for mobile advertisements isn't an amazing number; but who says it can't be? Like -- I already know where my nearest, next nearest, and next city's Mcdonald's is. How about trying to show something about the sweet tea itself. Tell me who the came up with the recipe; how fresh it is, how there's 5 cups of sugar in every serving. Whatever. Why in the hell do I want to hop in the car and go get one? Why am I going to click through? Sweet tea has been on the dollar menu for YEARS. What's going to get me to go there right now?

Okay I'm done with my rant.