Mobile McDonald’s Campaign: Smiles for Miles JMKJMK Strategies

Increase popularity among millennials, year olds via mobile restaurant The Assignment Create social media campaign for target market 1.2.

Situation Analysis McDonald’s is the world’s largest fast-food burger chain, serving 69 million people per day Revenue was $6.99 billion in 2014, a drop of 30 percent from last quarter McDonald’s needs to become relevant with Millennials (18 to 34- year-olds)

SWOT Analysis Weaknesses: Millennials “ashamed” More “fast casual” restaurants Not all Millennials are family- oriented Not seen as healthy or organic Difficult to change chains Strengths: Largest quick service food chain Globally recognized Affordable Convenient Family-oriented

SWOT Analysis Opportunities: Nostalgia Recognizable for media attention Millennials love speed and affordability New healthy items are unknown Breakfast is beloved Threats: The “fast casual” appeal Young adult fast food Socially-conscious Millennials Negative press Unhappy employees

Target Audience Optimistic Shaped by tragedy Individualistic Tolerant Open to change Skeptical consumers Beliefs Digital sixth sense Tight schedules Seeking freedom from helicopter parents Multitasker extraordinaire Burdened by economic hardship Behaviors years old

Target Market Social Media Habits 300 million monthly users 159 million years old Use site daily Research from Pew Research Center Social Media Update 2014, Adweek.com and Business Insider Still most popular 84% users are years old “Home base” 70% engage daily 200 million MONTHLY users 60% users Millennials Top 3

72% millennials have an account Reaches more adults 18 to 34 than any single cable TV network 59% Millennials have account 302 million monthly users Target Market Social Media Habits Popular and Relevant

Most Visited News Sites Among Millennials 1.Buzzfeed 2.Gawker 3.Complex 4.New York Times 5.Elite Daily 6.Vice 7.The Wall Street Journal 8.Cosmopolitan 9.Upworthy 10.Esquire Target Market Traditional Media Habits 69% get news from TV 59% get news from Internet 23% read newspaper Source: Digiday.com 2014

Competition Overview CompanyBrand ImageSocial Media Fresh, sustainable, entertainment- focused “Foodie” focus Friendly, casualHumorous, youthful Classic, convenientSimilar to McDonald’s branded content New appeal, custom, originalSmall social following Youthful, boldCelebratory, playful content Classic, comfortHumorous, branded content

McDonald’s Media Recent Campaigns Recent Commercials

Favorite Fast Food Restaurant

Survey Findings 2-3 times a month Eat fast food say McDonald’s is their favorite restaurant 30% 93% ate McDonald’s as a child

Survey Findings Eat McDonald’s when traveling crave it crunched for time Multiple mentions of guilt

Answer Response Getting a toy47 Special treat38 Playing at the Play Place 26 Fun occasion25 Family time15 Before or after a sport or activity 15 After school14 Childhood Experiences at McDonald’s

Interviews “If I am craving it I will usually get it. It’s an indulgence that sometimes I just need to fulfill.” – Jamie, 18 “The food here tastes fresh, we are waiting for them to finish grilling our chicken, how much fresher can you get? McDonalds just tastes artificial to me.”- John, 19 “I love McDonald’s dollar menu, when I am strapped for cash and time, the dollar menu is where it is at”.- Nick, 26 “I always feel guilty after eating McDonalds. I usually regret it immediately after the meal.”- Amanda, 22 “After school, the play area became my castle to defend” - Robert, 21

1. Millennials are adventurous, fun-loving, free spirited and ethically-conscious 2. McDonald’s is nostalgic to Millennials 3. Millennials feel guilty about consuming McDonald's They eat at and crave McDonald’s, but do not trust or love the brand Research Insights

Though Millennials no longer love or trust McDonald’s, they have fond childhood memories of it as a fun, charitable and exciting place KEY INSIGHT

Brand Image Family-friendly Convenient Fast Classic Affordable Consistent Current Fun Reliable Trust Connection Comfort Happy place Desired

Objectives Awareness o Connect with 90,000 millennials in-person during events o Secure 300 million social and traditional media impressions by end of mobile restaurant campaign (September 2017) Acceptance o Boost brand sentiment and knowledge of key messages among target market by 10 percent by January 2017 Action o Garner over 1M social media engagements and 50,000 app downloads by January 2017 o Increase sales among primary millennial audience by 2 percent by January 2017

Strategies Awareness o Tour country with Mobile Resturants o Document adventures of Mobile Restaurant via social channels Acceptance o Partner with social media savvy and millennial-minded brand ambassadors o Be present at city cultural events. o Highlight charitable side through volunteering and donations o Encourage social media interaction via permission marketing Action o Develop mobile application o Boost sales and restaurant visits through coupons

Key Messages McDonald’s Cares McDonald’s must highlight its relevance by tapping into nostalgia, charity, adventure and fun We’re There For You

A road trip for the kid in all of us 10 Children’s Hospitals 10 Events Seattle Las Vegas San Diego Denver Chicago New York City Nashville Atlanta Austin Miami ★ Social media content and user- generated content ★ Brand Ambassadors ★ Mobile App ★ Contests

Brand Ambassador Captains Vine Star, Actor “Snow Day” “Max Keeble's Big Move” “Drake and Josh” YouTube Star 5 Million Subscribers Sports reporter Model Josh Peck Jenna Marbles

The Children’s Hospitals

Featured at 10 events One of millennials’ fondest memories associated with McDonalds Ball pit, slides, bounce houses The Mobile PlayPlace

Event Snapshot Prior to event: Mobile restaurant opens near iconic landmark in the city. Document via social Day 1: Service and media tour Pre-scheduled media interviews in the morning. Hospital visit o Jenna and Josh share experiences via social Day 2: Event Mobile restaurant sets up near event location o Mobile PlayPlace: ball pits, slides, games, etc. All social is pulled into interactive map online and a daily Snapchat

San Diego- Sunday, July 12th Event: Comic Con Parking: J Lot Time: 10am – 10pm Contest: Costume Contest Prize: Winner receives free fries for a year

Chicago- Sunday, July 18th Event: Rock ‘n’ Roll Half Marathon Parking: Grant Park Finish Line Time: 6am – 12pm Contest: McMakeup ’n’ Run with Jenna Prizes: 1st: Day with Jenna 2nd: Instagram video with Josh Peck 3rd: A year of Medium fries Social: #McRunninIt

Miami- Thursday, September 11th Event: FC Barcelona vs Real Madrid Parking: Marlins Park parking lot Time: 11am-5pm Contest: Single elimination rap battle Prizes: 1st: Day with Josh Peck 2nd : Years worth of Medium fries Social: #McHooligans

Partnership with Chevy Mutually beneficial relationship Past history with McDonald's and special events Eco friendly cars that fit our socially conscious target market

Traditional Tactics TV spots Local media outlets, college media Brand ambassador features in major media outlets (Huff Post, NY Times) Media alerts before events Radio spots Buzzfeed quizzes CHOOSE YOUR OWN ADVENTURE What McDonald’s Toy are you?

Social Media Tactics Interactive map on McDonalds.com Facebook page for the Mobile Restaurant Live tweeting from the restaurant and events Utilize ambassador’s social channels Postcards on Instagram Snapchat live feed #Cheesin #Smiles4Miles

McApp

Timeline December 2016 Magazine pitches: People, Cosmopolitan, Rolling Stone Finalize children's charities partnerships and events Finalize cultural events March Major newspapers Traditional advertising launch BuzzFeed quiz publication May 1-7 Brand ambassador phone interviews with college and alternative papers Launch app May 8-14 Schedule on-site local media interviews - alternative papers, local broadcast Launch social media: Snapchat, YouTube, Instagram, Facebook, Twitter May Media alert blast

Campaign Evaluation Awareness Measure social media impressions Media clippings Count Millennial attendees at events Acceptance Assess brand sentiment through focus groups after campaign Survey attendees post-event for key message knowledge Conduct customer surveys Track number of donations Action Evaluate sales post campaign Check application downloads Measure social media interactions (likes, retweets, replies)

Thank You!