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McDonald's has unveiled a new mascot Wednesday -- an anthropomorphic box with a huge set of teeth, called "Happy."
Twitter's response to McDonald's new mascot.
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McDonald’s has recently been trying to reposition its brand as greener and healthier. This video matches this shift of image McDonald’s attempted to initiate few years ago. It shows why there is such a big discrepancy between the appearance of the food offered in the restaurants, and the one displayed on their advertisings.
This effort to be transparent is a really good marketing strategy. It answers growing customers’ concerns about the quality of the food sold in fast food chains. The video is aimed at reassuring them about the quality of the food McDonald’s offers. It shows that the products used are the same in the advertisings as in the shops. It reminds us of a documentary and employs rational appeal. Since McDonald’s already benefits from a high awareness amongst customers, we can assume that this video is meant to increase consumers’ preference for McDonald’s products over other fast food items they can find on the market. The message is that McDonald's is only good but genuine.
This video is part of the bigger project “behind the scenes”: people can post questions on a YouTube channel and McDonalds provide an answer to their concerns with a video.
The Internet and social medias are perfect medias for such a campaign, as it allows a strong interaction with the client. In order to create preference, McDonald's attempts to build a strong and loyal relationship with its customers.
DDB Stockholm came up with a cool interactive billboard for McDonald's that allows people with smartphones to play McPong, for lack of a better name, using app-free geolocation technology.
By Ronald Balkaran:
With technology advancements and emerging trends in digital media, traditional billboard advertising has been viewed as dull and boring with little effect on lasting impression. McDonalds launched its pick n’ play advertising in Stockholm with a game of pong on the “big screen” and put life back into outdoor billboard advertising. The advertisement uses an interactive billboard which allows people to play a game of pong using their smartphones without the requirement for downloading an app. Players who survive more than 30 seconds in the game are rewarded with digital coupons which can be used at the nearby McDonalds restaurant.
McDonalds capitalized on the growing digital media meets outdoor advertising trend to interact with consumers. Games appeal to our sense of fun and competition and McDonalds not only took advantage of this behavioural trait but did so in an open arena. The advertisement appealed to the excitement of being part of a game with an audience cheering on and the ability to share the experience which I think made it a huge success in engaging with consumers. The reward of a coupon for a free meal beats any other offers of free meals on sites such as Groupon and Living social as this represents a true reward. Participants are recognized for their achievement but, more importantly, feel a sense of accomplishment after the game. This competition, accomplishment and reward system enhances consumers’ motivation while keeping it fun and exciting. Perhaps McDonalds will now be associated with the good attributes of “fun and exciting” as opposed to “super size me.”