McDonald's is launching a new mobile campaign to promote its Filet o' Fish sandwich, and is actively going after the Hispanic market.

The campaign comes just before Lent, when many Christian groups reduce or cut meat out from their diets altogether.

While general market consumers are instructed to send the message “FOF” to the short code 37438, Hispanic consumers are told to send the message “FOF 1” to the same code.

Participants will receive Filet o' Fish-related ringtones and wallpapers, and will also be able to access games made available by I-play, a mobile game company that is providing content to the fast-food chain.

I-play's vice-president of marketing and public relations Mike Breslin says that targeting Hispanics on their phones is a great approach, as many do not own personal computers, yet over-index in mobile phone usage.

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