A review of McDonald's Canada's social media campaigns. Includes a new campaign proposal.

2. The McDonald's Corporation is the world's largest and
most well-known fast food chain.
In Canada, 2.5 million guests visit the restaurants
across Canada every day.
With its Canadian franchisees, McDonald’s Restaurants
of Canada Limited owns and operates more than 1,400
restaurants.

3. Mostly for product
promotions;
link to current
campaigns driving
traffic to corporate
site
Build positive reinforcement
around the brand. Hashtags
get customers engaged
the company usually thanks
them and encourages the
positivity.
To build awareness of the
current campaigns yet it does
not encourage any customer
engagement (through
disabling comments section)

4. Bounce Rate: 48.90%
Objective: to reach the masses and promote the brand
with little engagement

5. Our Food, Your Questions
Welcome to McDonald’s
#TBT

6. Objective: address misconceptions
Launched in 2012, by April 2013 20,000 questions
answered.
The “Our Food. Your Questions” part of McDonald’s
website had gathered more than two million hits.
McDonald’s Canada did not allow users to comment on
the YouTube pages, and it provides users no space to
talk to the brand
Sentiments about the campaign: negative/neutral:
doubt, distrust, curiosity

8. Objective: to showcase people’s real stories and
connections with the brand
450 people are interviewed at 35 different locations
across the country.
This campaign is part of the company’s new brand
vision which focuses on celebrating its strong Canadian
ties. It helps to humanize the brand. However, either
the website nor YouTube encourages interaction with
audiences
Customer Response: few comments, most of them
mixed with positive and negative ones. Negative
comments call it propaganda and blame McDs for its
food quality.

10. Objective: interact with audiences to recall
people’s memories, let audiences build emotional
connection with the brand
Customer response: #TBT is heavily used
together with #McDonald’s where customers
as well as McDonald’s share their nostalgic
experiences with the brand.
Many people enjoy sharing their childhood
experiences dining at McDonald’s. There are also
comments on throwbacks to people who had their
first job at McDs
While there are few negative comments and
responses. McDonald’s Canada replies to almost
every comment on Twitter, high interaction level

11. What are people really saying about the brand?
Posts and comments are mixed: both positive and negative;
Negative: comments and posts blaming McDs for its food quality and workers condition;
Positive: high level of engagement with #TBT, nostalgia is a common emotion felt with the brand.

12. Evidence of consumers having their specific loved McDonald’s food.
Despite some negative reviews, many people posts about their craving for McDonald’s, or comments
positively under the photos of their favorite food

13. Points of Parity: Quick,
Family-oriented for on-the-
go, brand recognition,
similar menu items
(burgers/fries), similar target
audience/customer base
POD: McDonald’s distinct “secret sauce”
Competitors: Fast-casual
restaurants, fast food
restaurants, burger joints
Points of Parity: Quick,
Family-oriented for on-the-
go, brand recognition, similar
menu items (burgers/fries),
similar target
audience/customer base
Frame of Reference: Burger and fast food restaurants that have managed
to sustain increasing growth over the years
McDonald's
Target:
People who want to indulge
in their cravings

14. Things related to the
achievement of the target's
goal: Longing, feeling of
deserving
Brand Personality: Spirited
POD: McDonald’s distinct
“secret sauce”
Indulgence Indulgence
Target's Goal: Satisfaction
Target:
People who want to indulge
in their cravings

15. Story World: Breaking loose of all
boundaries in order to just go with
your instincts and indulge in
something that brings happiness
to you. Allowing yourself to
experience it by breaking rules.
Story World: Breaking loose of all
boundaries in order to just go with
your instincts and indulge in
something that brings happiness
to you. Allowing yourself to
experience it by breaking rules.
Brand Personality: Spirited
Allegory Type: Quest
The quest to satisfy a craving
Archetype: The Rebel
X vs. Y ideology: Structure vs. Indulgence
Target:
People who want to indulge
in their cravings

16. Concept:
Focus on what people are actually going
there for.
Stop focusing on new products, but go
back to the basics of what people love
Target:
People who want to indulge their cravings
- this means a broad definition for
demographic
Phase 1: Build Awareness
Phase 2: Co-creation Contest
Phase 3: Drive to Action

17. Launch campaign:
series of videos on Youtube that depict
people in various situations doing whatever it
takes to satisfy their McDonald’s Craving.
TV ads will run parallel to social media
campaign to reinforce awareness.

20. Viewers and customers encouraged to post their
own videos;
These videos will be part of a contest;
Top three videos will be selected to be a
commercial about how far you would go to find your
cravings.
Winners will receive free McDonald’s for 1 year.

21. Top 25 #ShareYourCravings videos will chosen through
crowdsourcing.
“Top 25” will be displayed on campaign website for public to
vote on top 3 winners.
TV ads will run concurrently to reinforce drive to action.

24. Possible Responses:
Backlash response - “I don’t crave crap”
Negative videos submitted/parodies
Negative comments
Risk Mitigation:
Try humorous/witty responses to negative feedback
Keep it light hearted
Set up dedicated phone line for feedback
Allow negative videos to be submitted - enhances
authenticity

25. Brands should try to own their identity -
more authentic
Use POD to make a more effective SM
Campaign
Exploit positive associations
Be as transparent as possible
Full netnographic immersion is necessary
to understand the current state of the
brand