Advertising Journey Of Mcdonalds Marketing Essay

Advertising Journey Of Mcdonalds marketing EssayIt is not too much to say that McDonalds is one of the largest corporations that underside even represent the get together States of America. It still secures its dominant position that outruns Burgerking irresistibly in fast food industry. In 1940, Dick and Mac Mcdonald founded a restaurant called McDonalds Bar-B-Q in California. It was common drive-in restaurant. By 1948, the br many differents decided to improve their restaurant to make differentiation from other similar businesses. They draw introduced Speedee-Ser viciousness-System, which is more than than like automobile assembly system, to make their food faster and cheaper. It was basal shift which led the restaurant more famous. One day, a poke sportswoman called Ray Kroc visited the Mcdonald brothers and the Kroc was fascinated by the fast food systemic restaurant. In 1954, the Kroc was determined to take over franchising for McDonalds. By 1955, he opened his off shoot franchised McDonalds in Illinois. Since then till now, there atomic number 18 more than 34,000 franchised McDonalds restaurants argon running over 119 countries.Advertising campaign of McDonalds is based on their stigmatise identity. McDonalds is not just fast food restaurant where people golf club the food and adjudge it but the place where people enjoy the judgment of conviction with their friends or families. For the last 50 years, 23 different slogans were presented in the United States of America. There were a few more slogans created in other countries and regions. disregarding of various different slogans and media, Mcdonalds have been maintaining their corporate philosophy in their advertise which is Be the fun, friendly, place for families.CDocuments and SettingsDanbiDesktopw334.jpgIn early stage of the blur, the publicise was mainly focuse on print advertising. In the 1960s, TV advertising was the most effective media in advertising industry. However, in 19 74, there was cause breaking advertising emerged which could be considered as an incorporated advertising. That campaign was knowing to promote the product called BigMac. At that time, the slogan was Two all-beef patties, special sauce, lettuce, cheese, pickles, onions on a sesame seed bun. In TV commercial, the slogan was used as a jangle that could be sung by people, namely, the jingle was a big idea in the campaign. The jingle was appeared on not only TV commercial but also in newspapers, on T-shirts and the radio. Since it has been created sensation, there was rewarding event for customers. The customers who were able to sing the jingle, they could get a free BigMac.Although the jingle was not an ordinary numbers, it was the most requested song by the radio audiences. Needless to say, the campaign was successful. Dean Barrett, McDonalds senior vice president of global marketing, said The campaign was the expression of McDonalds in its possess time, in terms of the fun attit ude. Through this integrated advertising, McDonalds could imprint their brand image to the customers. The brand image was that they concerns about communication with the customers and the happiness of the customers. Also, they are the brand which offers fun and entertainment experience.Since 2003, McDonalds are concentrated on creating untested images under the global marketing strategy which is the slogan Im lovin it. Hence, they have presented several(prenominal) marketing campaigns that reminds of youthful images by associating with Hip-Hop music, Sports and Musicians.CDocuments and SettingsDanbiDesktopmcd_co_940x3601.pngCDocuments and SettingsDanbiDesktopdissertationimageMcD_Coinoffers_05_Coin_Collect_871x490px.jpgCDocuments and SettingsDanbiDesktopdissertationimageMcD_Coinoffers_06_Coin_Collect_871x490px.jpgCDocuments and SettingsDanbiDesktopMcD_Coinoffers_04_AppStores_871x490px.jpg enigma and SolutionIn 2011, DDB Copenhagen was asked by McDonalds to create advertising campaig n with use new platform media that aims teenager and young adults. The campaign is named Coinoffers. The coin offers a chuck of products that give the sack be purchased for. However, there was a problem that numerous voucher and price-saving sites offer some discounting or similar service as coin-offer. Therefore, the company decided to make its own digital specie. This digital currency need to be earned by customers participation. Also, there should be stigmatization device that represents McDonalds.Brief explanation of the campaignThe coins were traditional QR codes transformed into pel codes of a range of products such as hamburgers, fries and so on. McDonalds have distributed one gazillion coins over the country through a big range of media television, radio, out-door posters, digital screen of buses and trains, facebook ads, games. There are some other unconventional media choices. For example, the paper shit on the tray which has got the code on it. pile have to fol d the paper to get it. To collect all those coins, consumers take to download mobile application which can scan those pixel codes as the coins. Also, the mobile app has got salubrious detecting function which detaches the sound from the radio and converts the sound as a coin. This mobile application was built as the cardinal element in this campaign that is placed in the middle of circulation of earning, salaried and owning. Consumers collected the coins with the application whenever they came across the codes. Once they have collected some amount of coins, they can drop by the restaurant and get the products. It is come-at-able because each digital code have got value of one practical(prenominal) coin.ResultThe result was fruitful. This campaign reminds people that McDonalds have always been providing fun food at a low cost. As soon as the application had been released, it became the fastest downloaded application in Denmark which has reached number 1 on iTunes app store and Android market within a day. The one million coins were collected in just 26 days that means McDonalds had to couch an end to the campaign unexpectedly 2 weeks earlier that they have planned. inductionThere are two facts that can be inferred about creating integrated campaign. This will be illustrated below.The first one is simple idea is the top hat in this type of advertising strategy. In this campaign, it shows that how the simple idea can be expanded broadly with various media channels. If it was a story-based idea, it must be difficult to apply that idea on print advertising. In other words, complicated idea have possibility of losing its media choice such as poster an billboard.The second one is entertaining elements can draw peoples attention. This campaign would not be successful without participation of the customers. Therefore, entertaining requisite have played key role to arouse peoples engagement. For example, the idea itself which give property to people, games. It is originally called coin hunting but it is also an up-to-date fluctuation of playing hide-and-seek for the customers.To sum up, two conditions needed to be satisfactory for the success of creating integrated advertising. Firstly, big idea should come from simple panorama in order to broaden media choice. Therefore, it can affect wide range of target audiences. Secondly, interesting activity should be given owing to spotting peoples eyes. Regardless of advertising strategy, the intention of advertising itself is making the brand noticeable. Thus, the more people join the campaign the larger the brand become.