CURRENT MARKETING INNOVATIONS FOR MACDONALDS
McDonalds has always been an innovator, and it is moving beyond advertising into four areas of promotion - sports, music, fashion and entertainment – all popular areas with young people.
McDonalds has had a variety of “characters” Ronald McDonald, Hamburglar, Grimace and Mayor McCheese. These continue.
Possibly with an eye on the 2008 Beijing Olympics, they made Yao Ming of the NBA's Houston Rockets, a spokesman for McDonalds.
Justin Timberlake was recruited to launch McDonald's "i'm lovin' it" campaign. Timberlake wrote and recorded an original song incorporating the five notes in the "i'm lovin' it" theme. Timberlake put it on his own webpage and the song became number two on The song was placed on the lead page on Timberlake's fan Web site and reached Number Two on MTV's "Total Request Live" show.
Pop group Destiny's Child, featuring Beyonce, were recruited to McDonalds, and they touredthe US with a show called "Destiny Fulfilled and Lovin' It."
McDonalds is branching out into fashion. They have launched a line of children's activewear under the brand name "McKids." McDonalds T-shirts, worn by staff, are so popular that they are being sold to the public in Holland.
Online and downloadable gaming, is a new area that McDonalds is moving into – obviously because it is popular with youth.
McDonalds and DreamWorks Animation teamed up to promote films together, starting in 2007. The first film was Shrek 3. The promotion included McDonald’s Happy meals, and gave McDonalds worldwide promotional rights to DreamWorks animated properties. Earlier, they had had a ten year exclusive deal, which saw the successful Pixar releases.
All these show the tremendous scope and innovation of McDonalds’ marketing efforts, particularly in the target markets of children and youth
No comments:
Post a Comment