JMK
Strategies
Mobile McDonald’s Campaign:
Smiles for Miles
The Assignment
1. Increase popularity among
millennials, 18-34 year olds via
mobile restaurant
2. Create social media campaign
for target market
Situation Analysis
• McDonald’s is the world’s
largest fast-food burger chain,
serving 69 million people per
day
• Revenue was $6.99 billion in
2014, a drop of 30 percent
from last quarter
• McDonald’s needs to become
relevant with Millennials (18
to 34-year-olds)
SWOT Analysis
Strengths:
• Largest quick service food chain
• Globally recognized
• Affordable
• Convenient
• Family-oriented
Weaknesses:
• Millennials “ashamed”
• More “fast casual” restaurants
• Not all Millennials are familyoriented
• Not seen as healthy or organic
• Difficult to change chains
SWOT Analysis
Opportunities:
• Nostalgia
• Recognizable for media attention
• Millennials love speed and
affordability
• New healthy items are unknown
• Breakfast is beloved
Threats:
•
•
•
•
•
The “fast casual” appeal
Young adult fast food
Socially-conscious Millennials
Negative press
Unhappy employees
Target Audience
18-34 years old
Behaviors
Beliefs
Optimistic
Shaped by tragedy
Individualistic
Tolerant
Open to change
Skeptical consumers
Digital sixth sense
Tight schedules
Seeking freedom from
helicopter parents
Multitasker extraordinaire
Burdened by economic
hardship
Target Market Social Media Habits
Top 3
Still most popular
84% users are 18-29 years old
“Home base”
70% engage daily
300 million monthly users
159 million 18-29 years old
Use site daily
200 million MONTHLY users
60% users Millennials
Research from Pew Research Center Social Media Update 2014, Adweek.com and Business Insider
Target Market Social Media Habits
Popular and Relevant
72% millennials have an
account
Reaches more adults 18 to 34
than any single cable TV
network
59% Millennials have account
302 million monthly users
Target Market Traditional Media Habits
Most Visited News Sites Among Millennials
69% get news
from TV
1. Buzzfeed
2. Gawker
3. Complex
4. New York Times
5. Elite Daily
6. Vice
7. The Wall Street Journal
8. Cosmopolitan
9. Upworthy
10.Esquire
59% get news
from Internet
23% read
newspaper
Source: Digiday.com 2014
Competition Overview
Company
Brand Image
Social Media
Fresh, sustainable, entertainmentfocused
“Foodie” focus
Friendly, casual
Humorous, youthful
Classic, convenient
Similar to McDonald’s branded content
New appeal, custom, original
Small social following
Youthful, bold
Celebratory, playful content
Classic, comfort
Humorous, branded content
McDonald’s Media
Recent Campaigns
Recent Commercials
Favorite Fast Food Restaurant
20
18
16
14
12
10
8
6
4
2
0
Restaurants
McDonald's
Burger King
Wendy's
Chick-fil-a
Taco Bell
Subway
Survey Findings
Eat fast food
2-3 times a month
93%
ate McDonald’s
as a child
30%
say McDonald’s is their
favorite restaurant
Survey Findings
Eat McDonald’s when
traveling
crunched for time
crave it
Multiple mentions of
guilt
Childhood Experiences at McDonald’s
Answer
Response
Getting a toy
47
Special treat
38
Playing at the Play Place 26
Fun occasion
25
Family time
15
Before or after a sport or 15
activity
After school
14
“The food here tastes fresh, we are
waiting for them to finish grilling our
chicken, how much fresher can you
get? McDonalds just tastes artificial
to me.”- John, 19
Interviews
“I always feel guilty after
eating McDonalds. I usually
regret it immediately after the
meal.”-Amanda, 22
“I love McDonald’s dollar
menu, when I am
strapped for cash and
time, the dollar menu is
where it is at”.-Nick, 26
“After school, the
play area became my
castle to defend” Robert, 21
“If I am craving it I will
usually get it. It’s an
indulgence that
sometimes I just need to
fulfill.” – Jamie, 18
Research Insights
1. Millennials are adventurous, fun-loving, free spirited and
ethically-conscious
2. McDonald’s is nostalgic to Millennials
3. Millennials feel guilty about consuming McDonald's
They eat at and crave McDonald’s, but do not trust or love the brand
KEY INSIGHT
Though Millennials no longer love or trust McDonald’s,
they have fond childhood memories of it as a fun,
charitable and exciting place
Brand Image
Desired
Current
Fun
Family-friendly
Convenient
Fast
Classic
Affordable
Consistent
Reliable
Trust
Connection
Comfort
Happy
place
Objectives
Awareness
o Connect with 90,000 millennials in-person during events
o Secure 300 million social and traditional media impressions by end of mobile restaurant campaign
(September 2017)
Acceptance
o Boost brand sentiment and knowledge of key messages among target market by 10 percent by
January 2017
Action
o Garner over 1M social media engagements and 50,000 app downloads by January 2017
o Increase sales among primary millennial audience by 2 percent by January 2017
Strategies
Awareness
o Tour country with Mobile Resturants
o Document adventures of Mobile Restaurant via social channels
Acceptance
o
o
o
o
Partner with social media savvy and millennial-minded brand ambassadors
Be present at city cultural events.
Highlight charitable side through volunteering and donations
Encourage social media interaction via permission marketing
Action
o Develop mobile application
o Boost sales and restaurant visits through coupons
Key Messages
We’re
There For
You
McDonald’s
Cares
McDonald’s must highlight its relevance by tapping into
nostalgia, charity, adventure and fun
A road trip for the kid in all of us
Seattle
★Social media content and userNew York City
generated content
★Brand Ambassadors Chicago
10 Children’s
10 Events ★Mobile App
Denver
Hospitals
Las Vegas
★Contests
Nashville
San Diego
Austin
Atlanta
Miami
Brand Ambassador Captains
Josh Peck
Vine Star, Actor
•
•
•
“Snow Day”
“Max Keeble's Big Move”
“Drake and Josh”
Jenna Marbles
YouTube Star
•
•
•
5 Million Subscribers
Sports reporter
Model
The Children’s Hospitals
The Mobile PlayPlace
• Featured at 10 events
• One of millennials’ fondest
memories associated with
McDonalds
• Ball pit, slides, bounce houses
Event Snapshot
Prior to event:
• Mobile restaurant opens near
iconic landmark in the city.
• Document via social
Day 1: Service and media tour
• Pre-scheduled media interviews
in the morning.
• Hospital visit
o Jenna and Josh share
experiences via social
Day 2: Event
•Mobile restaurant sets up near
event location
o Mobile PlayPlace: ball pits,
slides, games, etc.
All social is pulled into interactive map
online and a daily Snapchat
San Diego- Sunday, July 12th
Event: Comic Con
Parking: J Lot
Time: 10am – 10pm
Contest: Costume Contest
Prize: Winner receives free fries
for a year
Chicago- Sunday, July 18th
Event: Rock ‘n’ Roll Half Marathon
Parking: Grant Park Finish Line
Time: 6am – 12pm
Contest: McMakeup ’n’ Run with Jenna
Prizes:
1st: Day with Jenna
2nd: Instagram video with Josh Peck
3rd: A year of Medium fries
Social: #McRunninIt
Miami- Thursday, September 11th
Event: FC Barcelona vs Real Madrid
Parking: Marlins Park parking lot
Time: 11am-5pm
Contest: Single elimination rap battle
Prizes:
1st: Day with Josh Peck
2nd : Years worth of Medium fries
Social: #McHooligans
Partnership with Chevy
• Mutually beneficial relationship
• Past history with McDonald's
and special events
• Eco friendly cars that fit our
socially conscious target market
Traditional Tactics
• TV spots
• Local media outlets, college
media
• Brand ambassador features
in major media outlets (Huff
Post, NY Times)
• Media alerts before events
• Radio spots
• Buzzfeed quizzes
CHOOSE YOUR OWN ADVENTURE
What McDonald’s Toy are you?
Social Media Tactics
• Interactive map on McDonalds.com
• Facebook page for the Mobile
Restaurant
• Live tweeting from the restaurant
and events
• Utilize ambassador’s social
channels
• Postcards on Instagram
• Snapchat live feed
#Cheesin
#Smiles4Miles
McApp
Timeline
December
2016
March
May 1-7
May 8-14
May 15-22
• Magazine pitches: People, Cosmopolitan, Rolling Stone
• Finalize children's charities partnerships and events
• Finalize cultural events
• Major newspapers
• Traditional advertising launch
• BuzzFeed quiz publication
• Brand ambassador phone interviews with college and alternative papers
• Launch app
• Schedule on-site local media interviews - alternative papers, local broadcast
• Launch social media: Snapchat, YouTube, Instagram, Facebook, Twitter
• Media alert blast
Campaign Evaluation
Awareness
• Measure social media
impressions
• Media clippings
• Count Millennial
attendees at events
Acceptance
• Assess brand sentiment
through focus groups after
campaign
• Survey attendees postevent for key message
knowledge
• Conduct customer surveys
• Track number of
donations
Action
• Evaluate sales post
campaign
• Check application
downloads
• Measure social
media interactions
(likes, retweets,
replies)
Thank You!