Mobile phone and text communication is the powerful modern currency for youth.

Through 'i’m lovin it' launch rallies the crew were supplied with mobile phones and a txt package. Crew were then sent txt messages outlining ongoing competitions they could enter by answering questions on workplace practices and food quality (which translated into better food service). This drove an immediate and incredibly powerful media response; crew talking positively and forwarding txt about McDonald’s to their family and friends. The power of the crew word-of-mouth (and txt!) medium had begun.

• 75% launch attendance (goal 65%).• 80% WAP intranet registration (goal 75%).• 76,000 Crew competition entries in eighty days.

• $2.4million worth of phones supplied (partnership with Telecom who were trying to attract youth customers).• Enormous positive PR/news value.

• Huge morale boost for McDonald’s Crew.

• Improved consumer brand perception. proven through ongoing tracking.• Benefits to McDonald’s via txt of improved understanding of food and workplace practices.•Management hours saved in staff rostering via txt programme.