AN ONGOING MARKETING CAMPAIGN

A. The successes of McDonald's

*In the world
1. TrackMyMacca App (2013)
 In 2013, McDonald's released the "TrackMyMacca" app, which gives
consumers access to an extended feature, identifying the origin of
ingredients of products.
 In the first month, the app was downloaded 45,883 times,an average of one
download every minute. In Australia, TrackMyMacca became the most
popular food and beverage app.

2. Bevin Burger's live Facebook (2016)

 McDonald's hosted the first live event on Facebook in 2016 to honor
"America's Hamburger Day." Comedian Bevin Burger Muff was inspired by
burgers and painted a trio of portraits in the style of Bob Ross, which
received 884,300 views in 40 minutes and 43,200 interactions, comments,
and shares.
3. Search It (2017)
 McDonald's ran a creative advertisement in 2017 starring actress Mindy
Kaling, encouraging viewers to search Google for the term "Coke tastes
wonderful."
 The goal of the campaign is to draw attention to new product lines while
also determining how young people obtain information and use social
media. McDonald's has seen a huge rise in brand recognition as a result of
the following search results.

 https://www.youtube.com/watch?v=q7DN7bhihSA

4. Handfuls(2018)
 The Hands Full campaign consists of three ads: Grownup, It Must Be, and
Hands Full. Each movie tells a compelling story targeted at families in order
to better serve consumers, such as by improving the McDonald's mobile
app, putting in-store ordering displays, and providing table service.
 https://www.youtube.com/watch?v=Ta_B-szsdpI&t=36s
5. Big Mac's 50th Birthday (2018)
 In 2018, McDonald's decided to launch the "Big Mac 50" campaign, which
included issuing an exclusive MacCoin coin with 6.2 million coins in five
different designs and distributing them to stores around the world. These
coins may be used to purchase a Big Mac.
 The campaign generated 3 billion media impressions and reach, as well as
85,000 mentions and comments on social media, with 95% of them being
positive. And every 30 seconds, McDonald's sells 800 Big Macs throughout
the world, increasing Big Mac's worldwide income by 6% and driving up the
value of MacCoin.

In Vietnam
*The BTS Meal
 On May 27, 2021, McDonald's collaborated with the popular Korean boy
band BTS to release "The BTS Meal." McDonald's uses this promotion in a
number of countries, including Vietnam.
 Each BTS meal comes with 10 pieces of Chicken McNuggets, 1 medium
fries, 1 and 2 brand new BTS favorite dipping sauces - Korean Chili Sauce
and Cajun Chili Sauce, both inspired by McDonald's Korean recipes. These
two limited -edition sauces are only available during the program.
 Apart from the dipping sauce, the meals on this menu are identical to those
on other menus. The product packaging, on the other hand, is the major
draw. The BTS Meal's specially designed bags and boxes are purple, the
BTS group's distinctive color, and the BTS logo is put beside the
McDonald's emblem.
  At the same time, McDonald's restaurants hosted a number of minigames
featuring BTS merchandise, creating a check-in area for fans.
 With BTS's massive popularity in Vietnam - the second largest in Southeast
Asia - this McDonald's ad drew rapid attention and was enthusiastically
received by youthful consumers.
 According to the McDonald's Vietnam Fanpage, more than 10,000 The BTS
Meal meals were sold out on the first day of operation (May 27).
McDonald's has collected more than 1.17 billion VND per day since each
BTS Meal costs 117,000 VND.
 This advertisement not only generates income for McDonald's, but it also
has a good media impact when it is shared by BTS fans on social media.
 However, many individuals have attacked McDonald's Vietnam for its
negligent and unprofessional work practices. Many fans were surprised to
see photographs of EXO on advertising posters for The BTS Meal program
that were posted in stores. EXO is considered a "rival" of BTS.

* Latest campaign “Wellcome Back”

 July 2020, McDonald's has just started a new marketing campaign to
commemorate the reopening of its locations following a brief "silence"
caused by Covid-19.
 Due to the Covid-19 epidemic, McDonald's shuttered all of its restaurants in
March, but is gradually reopening. In mid-May, the firm resumed delivery
and drive-in service .
 The ad opens with an image of a little girl nervously pressing on the door
repeatedly, waiting for her McDelivery (McDonald's Delivery Service) to
arrive. The ad then shows a series of people eating their McDonald's,
whether it was taken away or delivered, to the sound of the song "Return of
the Mack'" performed by Mark Morrison.
 " I'm so glad I'm going to have a Big Mac" ,a woman says at the end of the
commercial.
 The campaign, which debuted on July 17, ran for six weeks on TV, out-of-
home, social media, and even radio.

B. McDonald's Failures
*In the world
1.McDStories
 In January 2012, McDonald's began a media campaign on Twitter using the
hashtag #McDStories in the hopes of consumers sharing their "happy"
stories regarding Happy Meals.
 Users, however, utilized the hashtag #McDStories to write about their
unpleasant experiences and thoughts on McDonald's, contrary to the
company's expectations. When the amount of bad tweets about this
company's products and services rapidly rose, the campaign quickly shifted
from a positive desire to a harmful attack.
 McDonald's terminated the promotion two hours after it began because it
noticed the feedback lines were having a significant influence on its brand at
the time. McDonald's unwittingly allows consumers to tarnish company
reputation by using the hashtag #McDStories. This campaign also teaches
companies that it is impossible to ask customers for their kindness and
affection on a subjective basis.
2. "Boston Strong"
 To commemorate the 9/11 terrorist bombing, McDonald's put up a billboard
with its emblem and the phrases "We remember 9/11," "Boston Strong" in
early 2016.
 Instead of obtaining a good response, McDonald's was roundly chastised,
and the American public responded angrily to the statement, claiming that
the business had polished its image. Although McDonald's stated that the
goal of this campaign is to link the brand with people's daily lives, they
believe that McDonald's commercial action at this event is wrong. Because
only the people have the right to memorialize a catastrophe in such cases. It's
possible that the line between immersing yourself in people's lives and using
these occasions to conduct business is quite thin. It is simple to create the
opposite impact if the brands "vin" on it are not clever.
*In Vietnam
1. Vietnamese food is even quicker than fast food from McDonald's: Some
quick dishes in Vietnam, such as banh mi and pho, take less than a minute to
prepare, but McDonald's cuisine might take 15-30 minutes.
2. Restaurants in Vietnam face fierce competition: In Vietnam, eating on the
street has become a way of life. Food of various types is available
everywhere, both on the sidewalks and on riverboats. McDonald's, on the
other hand, focuses on burgers and beverages. Outside of McDonald's,
Vietnamese have clearly cheaper, tastier, and more consistent choices.
3. McDonald's charges "western" pricing in the "ta" market: Numeo estimates
that a lunch in Vietnam costs around 50,000 VND on average, but a meal at
McDonald's can cost up to 100,000 VND. Customers are concerned about
 having to spend double the price for a dinner because the average income in
Vietnam is relatively low.
4. Vietnamese people are accustomed to dining together: It is extremely typical
in Vietnamese culture for the entire family or a group of friends to eat and
share food together. McDonald's cuisine was not suited at the time because
of its culinary style.