McDonald's online campaign

McDonald's online campaign

• 1.
  McDonald’s online Campaign: “Createyour own legend”
• 2.
  History • Corporate socialresponsibility • 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 • whenyou 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 BeforeThanksgiving, November 15-22, 2010 • Purpose To help families whose children must stay at the hospital during Thanksgiving holiday
• 6.
  Integrated tactics Each socialmedia plays different role Integration: the maximum media effect • Blog • Facebook • Twitter • YouTube
• 7.
  Blog • Create atouching 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 afan 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 hashtagon Twitter, such as “legend burger” or “ legend person” • Strategy: increase the “legend” keyword search
• 10.
  YouTube • Collect interestingvideos 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