McDonald's online campaign
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McDonald's launched an online campaign called "Create Your Own Legend" to promote their new McRib burger and raise money for Ronald McDonald House Charities. The campaign ran before Thanksgiving in 2010 and encouraged customers to purchase the McRib, which would lead to a $1 donation per burger to RMHC. McDonald's utilized various social media platforms like blogs, Facebook, Twitter, and YouTube to increase awareness of the campaign and drive traffic. The goal was to both boost McRib sales and total donations to the charity.
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While there are more channels than ever before to reach your supporters, all of the “noise” makes it more difficult to really reach them. Science proves that storytelling stimulates emotions, a key to better learning, attention, memory and decision-making. In turn, these emotions inspire and mobilize people to donate, volunteer and participate in crowdfunding and other events, as well as share your story with their networks.
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Disney Consumer Products faced challenges in marketing nutrition to children due to high childhood obesity rates. In response, DCP conducted research in 2004 and discovered an opportunity to market healthy Disney-branded food that appeals to both children and parents. DCP then launched a line of fresh fruit and vegetable snacks with Disney character branding and packaging designed to encourage sampling. However, changing children's eating habits and competing with other licensed children's brands like Nickelodeon presented ongoing challenges for DCP's nutrition marketing efforts.
Clowning around charity
The document analyzes McDonald's charitable activities and finds that they primarily serve to promote the McDonald's brand and deflect criticism of its business practices, rather than substantially contributing to philanthropic causes. It details that McDonald's gives a relatively small percentage of revenue and profits to charity compared to other major corporations, spends much more on advertising than donations, and exaggerates the value of its charitable activities. A significant portion of the report examines McDonald's relationship with Ronald McDonald House Charities, finding that McDonald's contributes a small fraction of RMHC's revenues but enjoys all the branded benefits, and that RMHC effectively functions as a PR vehicle for McDonald's more than an independent charity.
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In the nonprofit and charitable sector, the weeks between October 1 and New Year’s Eve is known as “The Giving Season.” Charities see a large amount of their donations come in at this time and special campaigns are in full force.
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Clark is a 35-50 year old communications manager for a lifestyle brand that sponsors a surf team. He wants to increase the brand's fan base and attract more athletes. His challenges are competing brands that have signed top surfers and a lack of consumer advocates. The document provides suggestions for Clark such as engaging on social media to provide insider content, scheduling social media posts, and hosting an event for fans to interact with the brand.
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McDonald's online campaign
- 1. McDonald’s online Campaign: “Create your own legend”
- 2. History • Corporate social responsibility • Positive image and reputation • Ronald McDonald House Charities.
- 3. Mission identification • Goals - Arouse customers’ interests toward the new product called legend of McRib - Encourage customers to donate money to Ronald McDonald House Charities +
- 4. Key message • when you purchase the new product - legend of McRib, McDonald’s will donate 1$ to the Ronald McDonald House Charities. • Imply that doing charities is a way to “create your own legend”
- 5. Execution time • Time Before Thanksgiving, November 15-22, 2010 • Purpose To help families whose children must stay at the hospital during Thanksgiving holiday
- 6. Integrated tactics Each social media plays different role Integration: the maximum media effect • Blog • Facebook • Twitter • YouTube
- 7. Blog • Create a touching story “a person who has devoted himself to be a volunteer to take care of children at the hospital for more than thirty years…” such an unknown person is actually a legend • Strategy: develop a topic for the public to discuss or even inspire them to do charities.
- 8. Facebook • Become a fan of RMHC (Ronald McDonald House Charities) Get a bigger drink when ordering McRib • Strategy: provide an incentive for customers to purchase the new McRib burger
- 9. Twitter • Use hashtag on Twitter, such as “legend burger” or “ legend person” • Strategy: increase the “legend” keyword search
- 10. YouTube • Collect interesting videos on YouTube Invite people to produce a video regarding “Who is the legend in your mind? • Strategy: let the public share videos links among all kinds of social media
- 11. Evaluation • Media outputs - Blog click rate, Facebook fans number, Twitter Hashtag number, and YouTube view rate • Actual outcomes - sales volumes of McRib - the total donation amount