Assignment 10 - Final Presentations Submitted - Slideshare

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
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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