1. A Day in the Life of the McDonald’s Account January 15, 2015

2. What we do

3. 2015 PR Strategic Framework Connect with our Customers Reclaim our brand through fan engagement/brand lovers/loyalists Real time and “always on” Customer focused not McDonald’s focused Reaching for the heart not the head Build the business and McDonald’s brand reputation by reclaiming our brand story… The good in what we’re known for and the higher purpose in what we stand for Inspire Brand Advocacy & love for McDonald’s Use Lovin’ Lens Across Everything Strengthen advocacy for McDonald’s Shatter negative perceptions and remove doubt/barriers Focus & Prioritize Focused, dedicated priorities and content Less activity, more big wins Authentic opportunities Data/insights driven

4. PROACTIVE Earned Media Strategy Planned Social Content Planned Influencer Engagement Planned Newsjacking REACTIVE Real-time Social Engagement Real-time Newsjacking 1:1 Rapid Response Issues Alerts LONG-TERM RELATIONSHIP BUILDING Celebrity Fans Media Influencers Social Media influencers The McDonald’s Brand Newsroom is the engine for expanding brand relevance.

5. Use Twitter to Build Brand Relevance and Advocacy Customer Service: Connect with consumers to build relationships that lead to positive brand experiences Influencers: Leverage influencers to tell brand stories and amplify positive sentiment Content: Post real-time and shareable content based on insights that drive engagement GOALS: Increase Engagement (with a focus on Retweets) Positive Sentiment Earned Reach 5 @MCDONALDS EARNED VISION

6. 2014 Top Twitter Engagements January 5, 2015 EXECUTIVE SUMMARY Tying campaign-related messages with culturally relevant content leads to higher engagement. Authentic images that highlight McDonald's iconic food perform best. Acting on real-time conversation and surprising fans by taking risks in a way that is fun (vs defensive) typically earns kudos. The top engaging tweets for the year were not campaign-specific; our Twitter audience is interested in a variety of iconic food and sponsorship content. Our followers/audience respond better to content that is more genuine and less corporate in tone. Celebrity spokesperson involvement piques consumer interest when tied to credible and worthwhile opportunities. People are less likely to engage with an image that has an unfamiliar face. Unlike Facebook and YouTube, video content is not as popular on Twitter. TOP ENGAGEMENTS Top engagement 2014, looking specifics at retweets, favorites, replies. Consumer sentiment is noted, but tweets were ranked regardless of positive/negative sentiment. Description Free Coffee McGriddles Taco Bell Choc. Covered Strawberry Dollar Menu 2014 Olympics Happy Announcement Monopoly Choc. Covered Strawberry Chicken McNuggets 2014 World Cup Iced Coffee Bacon Clubhouse Happy “Meanwhile” Valentines Day Engagements 8,332 7,887 6,831 6,425 5,972 5,756 3,944 3,056 3,052 2,961 2,850 2,777 2,656 2,502 2,495 P/O Paid Org Paid Org Paid Org Ran k 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 *Impressions and engagement rates were not available from Twitter analytics until July 2014. Therefore, in order to provide the most accurate read across the entire year, we looked at total engagements (retweets, favorites, replies) across all paid and organic tweets for the year. +/- + - + Theme McCafe Food RTE McCafe Food Food/Sponsor Happy Meal Promotion McCafe/Sponsor Food Sponsorship McCafe Food RTE

7. 2014 Top Twitter Engagements Free Coffee McCafe McGriddles Breakfast Taco Bell RTE Dollar Menu Breakfast Chocolate Covered Strawberry McCafe 8,332 Engagements 7,887 Engagements 6,831 Engagements 6,425 Engagements 5,972 Engagements

8. 2014 Top Twitter Engagements Chicken McNuggets Sponsorship/ Food Happy Announcement Monopoly Promotion Chicken McNuggets Food Focused Chocolate Covered Strawberry McCafe/Sponsorship 5,756 Engagements 3,944 Engagements 3,056 Engagements 3,052 Engagements 2,961 Engagements

9. 2014 Top Twitter Engagements World Cup Sponsorship Iced Coffee McCafe Bacon Clubhouse Food Focused Valentines Day RTE Happy “Meanwhile” RTE 2,850 Engagements 2,777 Engagements 2,656 Engagements 2,502 Engagements 2,495 Engagements

10. INFLUENCER ENGAGEMENT

11. Billy Eichner launches Twitter war against Burger King 123,963 impressions 10.9% engagement rate

12. The Today Show McRib Obsessed Re-tweet reached Morales’ 214,000 followers

13. Lena Dunham reserved table at McDonald’s 109.6K total impressions

14. Conan O’Brien tweets about the McRib video 10.9K impressions 998 engagements 9.1% engagement rate

15. CBS Digital Content Manager Tries his first McRib

16. Good Morning America & Our Food. Your Questions.

17. Holiday Breakfast Drops with Key Media Influencers

18. CHANGING PERCEPTIONS

19. Putting worried guests at ease

20. Serving up the truth

21. Feeling the Love