Using Social Media for New Product Launch

Getting America Buzzing About Chicken WOMMA 11/14/08

Leaders have to be innovators
Innovative products and innovative ways to sell and market them
McDonald’s Legacy Heather

Legacy of innovation at breakfast
Egg McMuffin, McGriddles
Breakfast Heather

Chicken.
Next Big Step… Heather

Chicken for breakfast?
Beyond Eggs Heather

Hope that chicken for breakfast was unique enough to start conversation
But we couldn’t rely on that alone
Build on the inherent uniqueness of chicken for breakfast
Leverage the universal appeal of the Chicken vs. Egg debate
Chicken with Buzz Heather

Take a known entity and make it new
Creative extension of an age old conversation
Heather Setting Up the Debate

Program Overview
Standard product launch tactics
Extended Goals of
Driving traffic to restaurant through buzz-generating viral outreach and ethnic-market activation
Inciting debate about chicken for breakfast via an interactive, online consumer experience
Bolstering McDonald’s leadership position in the breakfast category while communicating our legacy of innovation and quality
Rick

How We Did It
National Sampling Day
WhatCameFirst.com
Exclusive CNBC Story/Viral Activation
National Media Relations
Dance Like a Chicken Day
Local Market PR Support
Internal Communications
Rick

WhatCameFirst.com
Customizable game to make chicken and egg characters complete in a animated dance-off
Ability to forward to and “challenge” friends
Man-on-the-Street video interviews with people weighing in on the
“ chicken vs. egg” debate
Bi-lingual
Rick

WhatCameFirst.com Results
More than 45,000 visitors on sampling event day
150,000 visitors in first month
More than 40,000 dance offs
WhatCameFirst sent overwhelming traffic to McDonalds.com on May 15
Rick

Secured exclusive story on CNBC’s Squawk Box to launch the site and product on April 28
Exclusive Broadcast Placement Rick

Viral Activation
WhatCameFirst.com launched with an e-mail to McDonald’s consumer database (1.4 million subscribers)
E-mail drove significant traffic to the site and teased May 15 sampling day
Rick

Blogger Outreach Rick

National Media
Worked with U.S. Communications and the national market-specific agencies to secure over 82.5 million impressions in top-tier national media, including:
Rick

Media Driving Conversations
High profile placements drove spikes in discussions and Web traffic:
Chicago Tribune: 129 comments
Consumerist.com : 166 comments
Rick

Results
In the week leading up to the sampling event, pitching resulted in nearly 400 blog postings
More than 1,100 blog postings overall
More than 11,500 online discussions about Southern Style chicken in:
Blogs
Videos
Discussion forums
Twitter (77 postings)
Sampling event drove 3x more conversation than Dunkin Donuts event
Online and offline buzz led SSC to be the 13 th most frequently searched term on Google on the sampling day
Rick

Community Outreach
Hosted Breakfast Sampling Event in NYC with 19 media attending
Leveraged Terrence J’s MySpace network and worked with him to post information about the Web site on his personal page
Rick

National Dance Like a Chicken Day celebrations outside morning TV shows
NYC Street Team Activation Rick

Local Market PR
Worked with local markets nationwide to promote the national sampling day and WhatCameFirst.com
Provided Arch Cards, branded sleeves and WhatCameFirst.com t-shirts to various local markets, as needed
Rick

Internal Activation NBA All-Star Dwight Howard recorded a video for StationM, inviting crew members to submit videos of themselves dancing like a chicken to win great prizes. At Convention, Elliot Sadler and Kasey Kahne took a few minutes to debate, “What came first, the chicken or the egg?” and encourage crew members to log online to WhatCameFirst.com. Heather

Final Results
More than:
45,000 completed Dance-Offs
150,000 UNIQUE Web Site Visitors
11,000 online conversations
… and with a media total of
162 million impressions
Heather

What’s Next
Social Media is growing in importance
Moving from campaign-based to strategic, on-going positioning
Chicken will continue to be important part of menu
Quality will be important part of communications
Heather

Thanks!

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Using Social Media for New Product Launch

by Rick Wion on Nov 18, 2008

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Using Social Media for New Product Launch — Presentation Transcript