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GH and McDonald's
This document discusses McDonald's marketing campaigns between 2008-2011 that generated billions of media impressions. It describes campaigns promoting the Big Mac's 40th anniversary through a remix contest on MySpace, the "Give A Hand" widget on Facebook that raised money for Ronald McDonald House Charities, and the "What Came First" viral campaign around the launch of Southern Style Chicken. It also discusses the McDonald's Moms program that shared mothers' experiences visiting McDonald's facilities, generating over 275 million impressions and improving consumers' views of McDonald's food quality. Finally, it mentions the McDonald's Champion Kids program at the 2008 Beijing Olympics that gave children exclusive Olympic access and the 2011 McDonald's All American basketball games that raised awareness for Ronald McDonald House Char
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GH and McDonald's
- 1. We were thereto launch the iconic Big Mac jingle: ”two-allbeef-patties-special- saucelettuce-cheese-pickles-onionson-a- sesame-seed-bun.” And we were there again to celebrate the 40th Anniversary of this signature burger. To add a contemporary twist, we launched the Big Mac Chant-Off, a consumer contest in partnership with MySpace that invited young adults to remix the famous jingle. We successfully re-established the Big Mac as a cultural icon to a new generation of consumers. The campaign generated 244 million media impressions and helped to increase sales of Big Macs during the marketing window.
- 2. McDonald’s is atthe forefront of reaching audiences with brand experiences online. Many of our programs are driven by a central social media idea. We created the first-ever global fundraising “Give A Hand” widget on Facebook for RMHC and developed the popular WhatCameFirst.com viral campaign for the launch of Southern Style Chicken. The latter campaign garnered 157 million impressions, includingarticles in key outlets like TIME, The New York Times and Chicago Tribune. It also drove significant online buzz with 1,500 blog postings and 11,000 online discussions about the product during the promotion.
- 3. Because Mom knowsbest, we implemented the McDonald’s Moms Quality Correspondent- program, bringing together five real life Moms and granting them unprecedented access to McDonald’s. The Moms met with executives, and visited the corporate test kitchen and the global innovation center. They then shared their experiences via journals, photos and videos on mcdonaldsmoms.com. Theresults: 275 million media impressions and 83,000 unique Web site visits. Most importantly, 70% of consumers who read the Moms’ journals said they felt much better about McDonald’s food choices and quality ingredients.
- 4. We took McDonald’s40-year Olympic partnership to new heights for the 2008 Beijing Summer Games with the McDonald’s Champion Kids (MCK) program. MCK gave hundreds of children from 40 countries the opportunity to experience and report on the Olympic Games with exclusive access to athletes, the Olympic Village and the wonders of China. U.S. Olympic Gold Medalist Michael Phelps was the global ambassador of this inaugural program. Through initiatives like MCK, McDonald’s connected the world to its brand and generated 1 billion media impressions worldwide.
- 5. “Arch Madness” sweptChicago in 2011 as the 34th annual McDonald’s All American High School Basketball Games tipped off in the Windy City for the first time in nearly 30 years. The goals: put butts in seats and raise awareness for the Games’ beneficiary, Ronald McDonald House Charities. To do so, GolinHarris combined national resources with local expertise. When the final buzzer sounded, a standing-room-only crowd packed Chicago’s famed United Center. And through aggressive media outreach, 52 million media impressions connected the McDonald’s All American Games to charity.