McDonald’s online Campaign: “Create your own legend”

History

• Corporate social responsibility• Positive image and reputation• Ronald McDonald House Charities.

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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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”

Execution time

• Time Before Thanksgiving, November 15-22, 2010• Purpose To help families whose children must stay at

the hospital during Thanksgiving holiday

Integrated tactics

Each social media plays different role

Integration: the maximum media effect

• Blog • Facebook• Twitter• YouTube

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.

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

Twitter

• Use hashtag on Twitter, such as “legend burger” or “ legend person”

• Strategy: increase the “legend” keyword search

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

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