i’m lovin it

• Founded in 1940• The world’s largest chain of hamburger fast

food restaurant.• Now serving 68 million customers in 119

countries.• Offers hamburgers, cheeseburgers, chicken,

French fries, breakfast, breakfast items, soft drinks, coffee, shakes and desserts.

• Free wi-fi.

Company Profile

Challenges & GoalsMcDonald’s has been increasing its sales for a connective 35 quarters since 2003. Even during the world wide economy recession.

The goals of the Golden Arches remain to be

• Profitability• Quality Service• Customer Satisfaction• Reputable Image• Community Outreach

At the mean time, McDonald’s has to face challenges like:

• Maintain current price strategy with rising of raw materials

• Return on investment• Competition

Digital Media StrategiesTarget audience:

Children, teenagers, young people, and their parents.

Objectives:Social media plays an important role when

customers are engaged. Therefore, the digital media goal for

McDonald’s is to have real interaction with its customers. Moreover, the campaigns McDonald’s initiate must be socially good, which can

benefit brand image. Last but not least, McDonald’s digital media objective should be linking

customers in a VIRTUAL to the REAL world.

Digital Media ChannelsFacebook:

Currently McDonald’s official fan page enjoys 18 .7 million fans. The company should use the page to promote the latest campaigns.

Twitter: McDonald’s USA official Twitter account has 427,220 followers.

The company first should try to boost their fan base, and should update the information related to the campaigns.

McChronicles:It seems that the company has given up

on the official blog website. The blog should be linked with its Facebook fan page and Twitter account. With enough followers, the blog will be able to promote the campaigns.

Others:As a company is themed young and

energetic, McDonald’s should utilize all channels of social media, like YouTube, email, Pinterest, G+, etc. And McDonald’s will need Google Ad to promote the campaign.

Digital Media Channels

Mobile App:

To connect customers from the virtual world and the real world, Mobile apps are going to play an important role here. McDonald’s new mobile app will

1. Help customers to locate the nearest store.

2. Send push to cell phone users about the latest coupons.

3. Enable users to check-in at stores, and tag friends, share stories.

Digital Media Mix

After all the social media channels are launched, McDonald’s will launch a

“My McCup” campaign, promoted through its all media channels. The campaign aims at:

1. Saving the environment. Customers who bring their own beverage cups will be tagged on McDonald’s official Facebook Wall. Customers can share their fun experience at McDonald’s with their friends.

2. Drive more focus from customers on McDonald’sSocial Media Channels. Customers who check-in at the store and brings their own cup, will be awarded an ice cream cone.

3. Generate buzz and a better brandimage.

Time Line

The whole campaign will last one year. From June 1, 2012 until May 31, 2013.

April 2012 ~ May 31 2012 The company will have one and a half months to boost its fan base

on social network sites, Facebook and Twitter especially.

June 1 2012 ~ August 31 2012 The beginning of campaign. Need TV commercial, Facebook and

twitter’s help to promote the campaign.

September 1 2012 ~ May 31After a big promotion from TV ads,

Google Ads, social network sites, the campaign should undergo smoothly.

Budget

Mobile App; 0.65

Google Ad; 0.4

SEO; 0.35

Social Media; 0.1

McDonald’s has a $2 million budget on marketing, advertising and Public Relations. The “My McCup” campaign will be the major campaign for the coming year. The budget for the campaign accounts $1.5 million.

Evaluation

1.Boost of fan base on social network sites.

2.Customers’ fun stories & pictures shared via multiple channels.

3. In-store traffic with cups increase drastically.