Mystery of EDGE Rank –

companies’ communication
activities in digital media

McDonald's Fanpage
01 CONTENT
SELF PROMOTION
Ads of products/application
- Promotion of products available in the offer
- Promotion of new products in the menu
- Promotion of McDonald's application

Special discounts
- Current promotions available in OkazYEAH
- Free delivery with special code

Contests
- Promotion of loterYEAH in which you can win McDonald's products
 REPUTATION AND
IMAGE CREATION
Family and friendship orientated
I'M LOVING IT

Focus on joy, love, and youth

Socially responsible
Pro-environmental
Values teamwork, integrity and
innovation
Friendly working environment
Excellent customer service
CSR
Environmental protection
Promoting McDonald's as a sustainable
company and spreading the word that the
company has given up plastic straws for
paper ones.

Concern for society

Promoting safety in times of pandemic and
promoting an action in which McDonald's
provided free meals to medical workers.
Form of added posts
Use of informal style, puns, persuasive
language, exclamations, ellipsis and many
epithets to evoke feelings and encourage to
desired actions.

Consistent, concise, brief, short, simple posts.

Posts often in the form of questions, in order

to engage the recipients and to trigger the
discussion.
02 Indicators
Plain text per post – Usually McDonald’s offer and current promotions are
presented under the promotional slogan #okazYEAH

Photos per post: 1 (during posts presenting current promotions #okazYEAH 6-9
photos)

Videos per post: 1

Events: Action #mczestawmocy - McDonald’s provided free meals to medical

workers during pandemic time

Tags usage: #mamsmakanamaka the slogan of the McDonald’s marketing

campaign in Poland
 Evaluation of decay

Number of post per day/month: 1-11

times/ month

Posting hours: 9.00 am

Posting days: Usually Monday

03
Other media usage
Instagram - @mamsmakanamaka with 159k subscribers
- Posts in the form of questions to force an interactions between the
company and the consumer,
- Mainly short video clips,
- 1-3 posts per week
- Tags usage: #mamsmakanamaka the slogan of the McDonald’s
marketing campaign in Poland.
YouTube - @McDonald's Polska with 40.2k subscribers
- Posts in the form of short promotional videos (mostly 00:30 to
01:00 minute)
- 3-4 videos per week
- The presence of famous people, icluding Wojciech Mann, Jan
Rapowanie, Borys Szyc, Tomasz Karolak and Anna Dereszowska
TV advertisement
 Thank you
for your attention
Marta Kowol, Martyna Furmańska,
Klaudia Konieczna, Valentyna Komar, Bartek Kuliński