McDonald’s balances art and science in its marketing.
“WcDonald’s” was a campaign that melded fan- and data-driven insights (science) with creative instinct (art), a formula both Gaynor and Engel say makes for successful campaigns.
“We say it’s a balance of art and science, so we use consumer insights to ensure the subcultures we’re going after have a big enough following greece telegram data to drive the business,” Engel says. “At the end of the day, we need people to come in and visit McDonald’s and make a purchase.”
Engel says the company has to be intentional and selective about what niche it decides to tap into; however, once the niche is agreed upon, it’s time for art to take over.
“We created a full anime playbook for the WcDonald’s campaign,” she explains. “Our agencies leveraged data to understand the right ways and places to connect to keep people coming back.”
4. The burger giant creates shareable “ingredients” for fans to make their own.
McDonald‘s lets fans in on the creative opening a bookstore: how to make your dream come true fun by dropping unique elements (or “ingredients) that fans can repurpose and make their own. By enabling fans to actively participate and create with the brand, McDonald’s deepens its engagement and amplifies its branding.
“We drop ingredients out in the united kingdom cell number world through our campaigns,” Engel says, “whether that’s through the food offering, a digital extension as part of the campaign, or social content.”
fashion statements or new anime-inspired characters, posters, and more.
“The pace that fans are taking brand ingredients and creating something with them excites us and empowers us,” she says. “And we always ask before a campaign launches, ‘Do we have enough ingredients out there that fans can take and hopefully make their own?’”
