Articles tagged with McDonald's:
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MAY
12
Tactic Has Won Over Likes of Starbucks, McD's and Morphs Into Big 'Event'
Advertising Age,
May 12, 2008 —
One of marketing's oldest and least glamorous practices — doling out free product — has come a long way from the gray-haired ladies in the supermarket aisle. No longer the province of marketers who can't afford to buy mass media, deep-pocketed giants from McDonald's to Starbucks, Coca-Cola and Dunkin' Donuts are adopting sampling on a grand scale, turning it into a media event — and, in some cases, the media buy.
MAY
4
Brandweek,
May 4, 2008 —
McDonald's is a juggernaut. The No. 1 U.S. fast food chain grew 6.1% to $28.75 billion last year, per Technomic, Chicago. For a little perspective about how big McDonald's is: Its sales are three times that of No. 2 burger chain Burger King.
APR
2
New Campaign With Strong Digital Push Addresses Quality of Menu Items
Advertising Age,
April 2, 2008 —
McDonald's Corp. has set out to dispel some myths about ingredients and preparation as part of a yearlong food-credibility campaign.
We've been hearing over the years that consumers have some misperceptions about the quality of our food at McDonald's," said Molly Starmann, director-U.S. marketing, at the chain. "In 2008 we're engaging in a conversation with our guests because we feel it's important for them to know the truth about our food."
APR
1
McDonald’s is the sponsor of an enigmatic Olympic-themed online game called The Lost Ring.
New York Times,
April 1, 2008 —
NOT known for its dark marketing, McDonald’s is more a try-our-new-salad, get-your-Shrek-action-figure, look-at-our-dollar-menu sort of place.
For that reason, gamers were surprised to learn that McDonald’s was the sponsor of an enigmatic Olympic-themed online game called The Lost Ring, introduced last month. Nothing about the game was branded McDonald’s, and the game’s Web sites — mysterious and hip, like “Lost” mixed with “The Blair Witch Project”— were a far cry from the golden arches.
“The Olympics in Beijing are a very big event for us, and we have a lot of different types of activation, with The Lost Ring being the most creative,” said Mary Dillon, McDonald’s global chief marketing officer. “Our goal is really about... continue reading
MAR
3
Q&A: Fast Feeder's 'Biggest Activation Ever' Includes Sending 200 Kids to Event
Advertising Age,
March 3, 2008 —
One message, 118 countries.
Since Mary Dillon took over as global chief marketing officer at McDonald's in October 2005, she's been working to strengthen and interpret the company's "I'm lovin' it" ad message — which she describes as having "the highest level of consumer awareness in words and five notes that you can almost get in a global campaign" — to consumers around the world.
As part of that effort, she's captaining the marketing team for the Summer Olympics in Beijing, which she says will be the company's "biggest activation ever." The plan involves global spots to showcase the chain's history of feeding athletes — with local twists — and competitions in 30 countries to select 200 children for trips to the games.
JAN
9
Seekingalpha.com,
January 9, 2008 —
I've used Starbucks' (SBUX) business strategy as a way to discuss the Trial and Error Economy (here and here). I'm not, by any means, the world's greatest expert on the company, but it provides a great vehicle for teaching about corporate strategy. Now, according to the Wall Street Journal, McDonald's (MCD) will sell premium coffee drinks made by baristas at most of their 14,000 stores.
How should Starbucks react to the McDonald's threat? Here are some ways:
1. Do nothing. Best implemented with one's nose high in the air, saying that Starbucks customers would never buy coffee at McDonald's. Would work very well for three to six months. Ignores the reality that Starbucks' recent growth has come not from Volvo-driving college grads, but from... continue reading
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