Last week Adage reported that some Philippine
consumers were surprised by a” toll booth turned into a McDonald's drive-thru,
which treated them to a free toll and a free breakfast. Consumers in Ho Chi Min
City may get customized Coke cans with McDonald's #ImLovinIt printed on the
side. In Sydney, people will be encouraged to jump into a coffee-cup-shaped
ball pit.” It’s not madness it is integrated brand marketing at its best.
The new global integrated campaign,
called "Moments of joy," is the latest iteration of the chain's brand
refresh launched early this year. The effort marks McDonald's biggest global
push since "I'm lovin' it," said McDonald's Senior Director-Global
Brand Development Matt Biespiel.
Mr. Biespiel, told Adage “as the
company seeks to connect with young people. To reach that audience, he said
that McDonald's is working to evolve into more of a content producer rather
than simply a large advertiser that buys massive amounts of traditional media.
Mr. Biespiel continued “the company
knows it needs to reach people who are "moving across screens," in
particular millennials. "We have to try different things. Some thing work
out well, some don't. Part of our culture of continuous improvement, and with
this we're trying new methods we've never tried before."
McDonalds is extending customer
relevant messaging with this life and lifestyle interactive fun consumer
focused integrated brand push.
Activations in Manila, Ho Chi Min
City and Auckland, New Zealand, will follow shortly after. Other countries that
will be part of the campaign include Japan, Italy, China, France, Poland,
Brazil, Romania, Argentina, the U.K. and the U.S. In the U.S., the company will
put on a Ne-Yo concert; the R&B singer has been crowdsourcing lyrics for a
new song via social media that he'll perform at the show. In London, pop star
Jessie J will host a concert on a double-decker bus.
Boots’ wallpaper or clothing
McDonald’s is doing this program right and I am simply Lovin it!
Visit: www.FoodserviceSolutions.us if you are
interested in learning how Foodservice Solutions 5P’s of Food Marketing can
edify your retail food brand while creating a platform for consumer convenient
meal participation, differentiation and
individualization or you can learn more at Facebook.com/Steven
Johnson, Linkedin.com/in/grocerant or twitter.com/grocerant
No comments:
Post a Comment