For instance, the McDonalds campaign for the Olympics, "We all make the games" shows British consumers how they can celebrate the Olympics at home. The campaign uses Team GB supporters in the press, digital and outdoor media focusing on people who make the games happen - those who sit at home and watch it.
Sales have gone up in the UK for McDonalds over the Olympic period, which is kind of an oxymoron. You would think that people would be more inspired by the healthy living athletes while they watch them compete at highest level - but that is not so. The average British consumer is loving the "We all make the games" campaign to the point whereby they are happy to share it with the world.
"Levels of engagement are exceeding expectations," said a spokesperson from McDonalds.
Sharing video online through a digital platform for the world to see is commonplace in today's consumer based marketing strategies. In fact, a consumer media campaign is not successful unless there is some sharing online of some sort.
The campaign captures moments and emotions of British consumers during the 2012 London Olympic and Paralympic Games.
The 10 million pound investment in media buying is insignificant compared to the return on investment that McDonalds has already seen. Genius!
Mellissah Smith is a marketing expert with more than 20 years experience. Having founded and built two successful marketing companies internationally, she is well recognized as a industry thought leader and innovator. Mellissah started her career working with technology and professional services firms, primarily in marketing, public relations and investor relations, positioning a number of successful companies to list on the various Stock Exchanges around the world. She is a writer, technology developer and entrepreneur who shares her thoughts and experiences through blogs and written articles published in various media outlets. Brag sheet: #2 marketer to follow on Twitter (2003), Top 150 Marketers to Follow (2015), Top 10 innovative marketers (2014), 60K+ followers on Twitter with 97% authentic.
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So very true.
The impact of that tagline "we all make the games" so brilliantly offsets negative predispositions towards MacDonalds and healthy lifestyle, letting the average viewer feel that their average eating habbits won't hold them back. This is helped disguised by the emotions that catch a nation during events such as the olympics.
Fascinating what the power of a big budget tagging off national pride and symbolism can bring.
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