If you ever went to McDonald's and felt the sudden need to have a brand new song on you Zune while stuffing french-fries in your mouth you're in luck. Thanks to a marketing partnership between McDonald's, Microsoft, and Wi-Fi provider Wayport, announced yesterday, Zune owners have fast and free access to the Internet allowing them to stream music wirelessly or buy a la carte tunes. Just don't forget to wipe those greasy hands off first before pulling your Zune out.
As part of a Zune 3.0 software update that added some cool updates to the Zune player, Microsoft now allows free access (no password or Web page log-in required) to hot spots in more than 9800 McDonald's. This addresses a shortcoming with the Zune player that previously prevented owners from accessing Wi-Fi hot spots that required users to first enter a password or agree to a wireless terms of service via a Webpage (Zune doesn't include a Web browser).
I can't help but wonder how many of us really want to be rocking out to our MP3 player, never mind a Zune, while buying a Big Mac Super XL Meal. To me trying to reach the burger-eating masses with this type of marketing is as silly as Microsoft's latest Bill Gates and Jerry Seinfeld ads.
Digital Music Class Wars?
Apple has a similar partnership with Starbucks that makes a lot more sense to me. The concept is the same, but the location makes all the difference.
As part of Apple's deal with Starbucks iPhone and iPod Touch users can access free Wi-Fi at Starbucks allowing them to buy music from the iTunes Music Store or even the music playing in the Starbucks at the moment.
It is more likely that someone that goes to Starbucks and buys a - Venti Light Caramel Frappucino with Skinny Milk and Two Extra Shots of Espresso and Extra Vanilla Liquor - will actually be willing to buy a song from the store while enjoying their $4 drink.
Does Microsoft think that people that spend $4 on a Super Saver Meal Deal at McDonald's will take out another $0.99 to buy a song through their Zune?
While many of the same people patronize both Starbucks and McDonald's I think relaxing sipping a cup of coffee at a Starbucks is far more conducive to buying new music tracks on your portable digital music player. In contrast, the tabletop battlefield of ripped-open Ketchup packets, burger wrappers, salty and greasy fries is not.
Free Wi-Fi in over 9800 McDonald's restaurants won't help Microsoft boost Zune sales. It might however create a secondary market for Zune-themed handy wipes.
