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Assignment 10 - Final Presentations Submitted - Slideshare
Citation preview
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.
• 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
• 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