MASTERS IN MARKETING
No fluff! only first-hand expert advice and curated marketing trends from across the web.
When it comes to marketing! McDonald’s reigns supreme. From its catchy jingle to its famous golden arches to iconic characters and mascots! the burger chain contains many branded elements that stand the test of time.
But what‘s the secret ingredient to McDonald’s continued marketing success? Director of Brand! Content! and Culture Marketing Anna Engel and Brand Marketing Manager Nathaniel Gaynor both say the secret sauce lies in its fan-driven strategy.
Here‘s what marketers should take from McDonald’s unique strategy.
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Engel also says McDonald’s wants to be besties with Gen Z because Zoomers drive the culture.
She explains! “Our ambition is to germany telegram data continue to be this cultural icon out there. Since Gen Z is driving that culture! they set the tone for what brands people should consider! so it’s really important that we are part of that consideration set for them.”
In other words! McDonald‘s sees that Gen Z’s power isn‘t just in their ability to spend but their ability to influence. Think of Gen Z as the popular kid in high school who can boost a classmate’s status just by sitting with them in the cafeteria.
2. The company uses fan-centered insights to drive campaigns.
McDonald‘s prides itself on knowing its audience inside and out! from habits to rituals to subcultures.
Sure! that should be standard for any brand! but my jaw dropped when I discovered McDonald’s unique and personal way of getting into the minds of its fans.
Have you ever heard of Fan Truth Road Trips? Neither did I before Gaynor gave an explanation.
“We go out and uncover new fan truths about our brand to really understand who our fans are and why they connect with our brand!” he says. “We look through the eyes of our fans! and we see them pulling our brand into so many different parts of culture! such as anime! fashion! art! or gaming.”
According to Engel and Gaynor! teams will visit college campuses! rural areas! shopping malls! parks! and more to connect with McDonald’s lovers and to understand them beyond their favorite menu items.
“It’s important for us to understand the universe they live in and their interests to see and understand our fans better!” Engel says. “We break outside the four walls of McDonald’s to connect with our fans in the wild.”
The insights gathered from these Fan Truth Road Trips drive the direction of their strategies and have spawned unique campaigns.
For example! McDonald’s anime-themed create an online course: your step-by-step guide marketing campaign “WcDonald’s” was inspired by the connection McDonald’s saw fans make between anime and the company.
McDonald‘s leveraged these fan connections by creating the fictional “WcDonald’s” restaurant! which included a special sauce! anime packaging! and a series of anime shorts.
“We tapped into a true Gen Z insight around anime and found it relevant to both anime fans and McDonald’s fans!” Gaynor says. “We know that anime fans put our brand in anime every single day.”
And as a proud anime nerd! I can united kingdom cell number confirm that McDonald‘s is a staple in many anime series. For example! the main characters in one of my favorite anime! “Devil is a Part-Timer!” work at a place called “MgRonald’s!” a parody of the fast-food chain.
