Audrey de la Tribouille – Brice Dumontet - Tarik Mousselmal Scanblog

I’m buzzin it Audrey de la Tribouille – Brice Dumontet - Tarik Mousselmal Pharell vs. Mc Donald’s Scanblog

What can we learn from this case?

Brands : Take your time to evaluate the requirement for a communication Brands : Don’t try to get back a spontaneous buzz Agencies : Don’t ruin everything trying to sell your recommendations Brands/Agencies : Listen the consumer, instead of yourselves, by monitoring the conversations Brands/Agencies : WoM, Buzz, are base on « participation » : work with the initiators of your buzz!

Brands : Take your time to evaluate the requirement for a communication

Brands : Don’t try to get back a spontaneous buzz

Agencies : Don’t ruin everything trying to sell your recommendations

Brands/Agencies : Listen the consumer, instead of yourselves, by monitoring the conversations

Brands/Agencies : WoM, Buzz, are base on « participation » : work with the initiators of your buzz!

The characters I

Mc Donald’s

€ 3 billions sales In France in 2008 +11,2% in one year…

30 new franchises 2009 and 1500 new job opportunities

The characters II

Mc Donald’s employees

The characters III

Pharell Williams

First of all: a successful ARTIST

« the world’s BEST-DRESSED MAN » Esquire - 2007

Pharell : Chanteur à succès Producteur un vogue Créateur de mode « L’homme le mieux habillé de l’année » (2008) selon Une égérie pour des marques de…luxe. ET ça aura son importance dans la suite! A producer, that everybody’s trying to TEAM WITH !

Un brand ambassador for… LUXURY GOODS

But also…a (soon to be) FASHION CREATOR and a DESIGNER

In conclusion : a PEOPLE , a natural BUZZER!

Where does the buzz come from?

Une VIDEO vue plus de XXX FOIS sur XXX JOURS! + de XXX COMMENTAIRES (si l’on ne prend que Youtube) N.E.R.D. with their official Youtube account … The first transmitter ?

N.E.R.D. by using the official Twitter and Facebook accounts… First Relay ?

N.E.R.D. IS FAMILIAR (AND WELL CONNECTED) WITH THOSE NEW INTERNET TOOLS! THUS, IT WAS OBVIOUS FOR THE USERS TO TAKE PART IN THE WoM…

… ON SOCIAL MEDIAS

« Si vous aussi vous passez la vidéo en boucle, Si vous aussi vous auriez donné un Big Mac ou une apple pie à Pharrell après sa performance. Si vous lui auriez aussi proposé de meilleurs écouteurs pour son lecteur mp3, Mais surtout si vous vous repassez la vidéo en boucle Rejoignez ce groupe!! » ( Facebook – posté par Sophia – 27/03/2009) « Et j'oubliais ! Rejoignez le groupe Facebook "de ceux qui demandent pardon à Pharrell Williams pour le Macdo... » ( Fluctuat – posté par 2goldfish – 25/03/2009) … ON SOCIAL MEDIAS

… ON BLOGS

… ON TRADITIONAL MEDIAS

NO BOUNDARIES FOR THE WoM « jaurai aimer etre la !!!! moi aumoin c sur ke je laurai reconnu mon bb !!!! I LOVE PHARELL » ( divertissonsnous – posté par Sophia – 27/03/2009) « Olalala mais moi j'serais équipière à Mac Do si je vois Pharrel Williams débarquer même à 4h du mat' je lui en fais 20 de Big Mac Et 10 de plus si il me fait la danse de l'amour ! » ( Forum Madmoizelle – posté par Adreena – 26/03/2009) « Je ne connaissais pas Pharrell avant de voir cette vidéo et je le trouve trop cool et marrant. Il a l'air très sympa. » ( les inrocks – posté par Bennylesbontuyaux – 25/03/2009)

“ Pharell Williams vs Mc Donald´s” ( Blog Energy – posté par Sophie – 25/03/2009) “ Pharrell Williams in Paris: Seinen besten Auftritt EVER hatte er im McDonald´s!“ ( Bicharehs Welt – posté le 25/03/2009) “ Warum wird Pharell in McDonald' s Frana§ais nicht jemals zurückkehren?“ ( Bernard Collorafi – posté le 31/03/2009) “ hehehe pharell goes weird… “ ( Blog Markus Lange Music – posté le 26/03/2009) NO BOUNDARIES FOR THE WoM

NO BOUNDARIES FOR THE WoM Tumati “ Eso es lo que le ha ocurrido al rapero Pharrell Williams que no tuvo una idea mejor que suplicar que le sirvieran una hamburguesa en un McDonald's del aeropuerto Charles de Gaulle de Paris. De hecho, en varios foros de Internet ya lo han bautizado como "El baile del Big Mac" gracias al cual este rapero estadounidense ha conseguido ahora la fama también en YouTube.” ( Quemovida – 30/03/09) “ Este es de esos videos que TIENES que ver. Pharrell cantando en un McDonalds rogando por una hamburguesa pero se encuentra con unas cajeras de lo más antipáticas.” ( Talacha Musical - 25/03/09)

Who’s taking advantage of the buzz?

the brand ?

First them…. … An event which benefits to McDonald’s…

People commented the video and/or relayed it

Blogger’s Paranoia : Isn't it a fake ? “ Mcdonalds paid him to do it edit: feel his pain though, when that girl says they're only serving breakfast stuff. I hate when I'm travelling and I want a real meal in the morning but they only have egg mcshitmuffin mcfuck burgers. Why egg in a burger? Just give me some fries ffs :(“ ( Neogaf – posted by Lopaz – 26/03/2009)

3 SOLUTIONS for Mc Donald’s Surf on the buzz Try to sign a partnership with PHARELL WILLIAMS Wait and see

Surf on the buzz

Try to sign a partnership with PHARELL WILLIAMS

Wait and see

But…

web agency and brand decided to interact by creating a spoof video… But…

Brand Gluttony !

For what RESULT(s) ?

A vid deleted after only a few hours by the brand, as a consequence to online criticism…. We can notice that critics focused on the character playing Pharell in the spoof…

How to turn something positive into a real… Failure The brand choices are questionable. They could have done better with a good monitoring process.

Who’s taking advantage of it?

Pharell Williams?

“ What a loser...“ ( You tube – posted by Fpfarto259 – 25/03/2009) “ You're in France, speak french! maybe they will understand you, and YOU WILL UNDERSTAND THEM!!!” ( You tube – posted by Bzn8 – 25/03/2009) “ lol this dude is silly » ( Limitdhype – posted by Osa500 – 25/03/2009) “ he's like a dad trying to embarrass his daughter in front of her friends!” ( Low Bee – posted by King Beard the Elder – 26/03/2009)

“ What a jerk, this guy comes in Paris to eat... a big mac ?! This guy is a crap, just like the food he eats... I don't know him, and I don't miss him » ( You tube – posted by Fred2lo – 27/03/2009) “ LOOOOL!!!!!!!!!!!!!!!!!!!!!!!! They’re stupid and humorless, come on he’s so talented, i would have exchange a thousand o big macs and sundaes with a musical discussion wth him, frenchies sucks,» ( Celebtv – posté par Wizziecullen– 25/03/2009) “ I am sure McDs is talking to him as we speak. And yes that song is freakin' awesome and a perfect jingle.” ( Blog Rod 2.0 – posté par Anderson – 25/03/2009)

Key Figures

A buzz wich become visible on the brand’s universe on the Internet For exmaple, 10 th et 11 th résults on Google for a « Mc Do » search (usual name for Mc Donald’s in France)

+ than 1 million 50 000 views Considering all video platforms

Source : Google Trends FOR PHARELL, THE BUZZ… ON THE FRENCH WEB

Source : Google Trends FOR PHARELL, THE BUZZ … ON THE US WEB

Source : Google Trends For MC DONALD’S… NOTHING McDonalds on the US web « Mc do » and « Mac donald » on the French web

Buzz’ Bounce on other products…

DISIZ LA PESTE French rap artist, quoted by several bloggers remembering his hit single based on… … Falling down , with Michael Douglas

« Pharall reminds me a song called "j'pète les plombs" of Disiz La Pest,a french raper.Here is a sample of the text of the song,it stick on it very well..enjoy it if you can speak french!” ( Kanye University – posted by Ciara1989 – 25/03/2009)

scan blog : 2, rue de la Roquette Paris 11e - 01 42 33 71 86 – www.scanblog.com Christophe Fiorito : 06 76 66 89 13 [email_address] … commercial Cyrille Chaudoit : 06 76 66 79 83 [email_address] … marketing Tarik Mousselmal : 06 77 24 36 60 [email_address] … études