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    McDonald's France en CaseStudy

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    Vivek Kumar
    McDonald's France launched a campaign on Facebook to promote its new 1955 burger. The campaign used a Facebook app called "50's Share" that reimagined Facebook as it would have been in the 1950s. Users could post messages on a virtual wall, mimicking early social media. The app drove people to McDonald's France Facebook page. Over 250,000 users actively engaged with the app in four weeks, generating 32 million impressions and 13,000 new page fans. The campaign succeeded in promoting the burger and growing McDonald's audience on Facebook in a fun, immersive way that seemed less like advertising. McDonald's sees ongoing value in Facebook campaigns that foster interaction and brand experiences.

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    Attribution Non-Commercial (BY-NC)
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    McDonald's France en CaseStudy

    Uploaded by

    Vivek Kumar
    238 views3 pages
    McDonald's France launched a campaign on Facebook to promote its new 1955 burger. The campaign used a Facebook app called "50's Share" that reimagined Facebook as it would have been in the 1950s. Users could post messages on a virtual wall, mimicking early social media. The app drove people to McDonald's France Facebook page. Over 250,000 users actively engaged with the app in four weeks, generating 32 million impressions and 13,000 new page fans. The campaign succeeded in promoting the burger and growing McDonald's audience on Facebook in a fun, immersive way that seemed less like advertising. McDonald's sees ongoing value in Facebook campaigns that foster interaction and brand experiences.

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    McDonald's France launched a campaign on Facebook to promote its new 1955 burger. The campaign used a Facebook app called "50's Share" that reimagined Facebook as it would have been in the 1950s. Users could post messages on a virtual wall, mimicking early social media. The app drove people to McDonald's France Facebook page. Over 250,000 users actively engaged with the app in four weeks, generating 32 million impressions and 13,000 new page fans. The campaign succeeded in promoting the burger and growing McDonald's audience on Facebook in a fun, immersive way that seemed less like advertising. McDonald's sees ongoing value in Facebook campaigns that foster interaction and brand experiences.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    238 views3 pages

    McDonald's France en CaseStudy

    Uploaded by

    Vivek Kumar
    McDonald's France launched a campaign on Facebook to promote its new 1955 burger. The campaign used a Facebook app called "50's Share" that reimagined Facebook as it would have been in the 1950s. Users could post messages on a virtual wall, mimicking early social media. The app drove people to McDonald's France Facebook page. Over 250,000 users actively engaged with the app in four weeks, generating 32 million impressions and 13,000 new page fans. The campaign succeeded in promoting the burger and growing McDonald's audience on Facebook in a fun, immersive way that seemed less like advertising. McDonald's sees ongoing value in Facebook campaigns that foster interaction and brand experiences.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 3

    Facebook Case Study

    McDonalds
    Company Background
    McDonalds is the largest chain of fast-food restaurants in the world. The brand's restaurants have existed in the U.S. since 1940, but the first McDonald's in France opened just 30 years ago, in Strasbourg, on Sept. 17, 1979. France is one of the company's most dynamic markets. In 2011, there were more than 1,161 restaurants on French soil. The spirit of the brand is summed up by its slogan: "Come as you are."

    Facebook Summary
    Client:

    Objective: To launch and promote the new "1955" burger. To attract new fans to the McDonalds France Facebook page Solution: To send out a powerful image of the burger using a Facebook app. To create an immersive event that throws people back to what Facebook would have been like in the 50s Key Lessons: Advertising on Facebook can foster interaction with a brand because it involves participation and sharing Brands can communicate on Facebook by offering an experience that is not necessarily linked to a benefit, but simply to a product and the images it evokes A Facebook page can work like a living lab, a window into what people like and think about the brand

    Objective
    Since the start of 2011, McDonalds France, along with its media agencies OMD and DDB (digital strategy), has followed a strategy centered around social networking, where Facebook plays a central role. Now, all ad campaigns have a digital component. McDonalds France launched its Facebook page in January 2011, along with a system of promotional offers using Facebook Places. When it launched its new burger, the "1955", McDonalds created an ad campaign with the aim of making people aware of its new sandwich through a fun, immersive experience using the "50's Share" Facebook app. Subsequently, the idea was to gain fans for the new McDonalds France Facebook page. "For most of the immersive media we had in mind, Facebook was quite easy to activate, in that it allowed us

    "The 1955 Facebook app has allowed us to engage in a 360 communication strategy by extending the 1955 experience to the Internet. Only Facebook could allow us to give a fun and enjoyable twist to activities that are now a part of everyday life for Web surfers."
    Faustine Moysan, Head of Food Products, McDonalds

    Facebook Case Study

    to play around with the tool and not just look at one implementation, in particular by using an application," says Paul Boulange, Associate Director, DDB.

    free media thanks to this type of usage," says Jrme Perissel, Digital Consultant/Customer Manager, OMD

    Approach
    For the "1955" campaign, the entire media plan was 100 percent focused on Facebook. Branding and video ads on the usual outletsYahoo, Yahoo Messenger, Yahoo Mail, MSN, 20Minutes.fr and Beezikdirected people to the Facebook page, which had an integrated "50's Share" app widget. At the same time, an "Engagement Ad" was published on Facebook in a single format between April 13 and May 3, in general rotation across the entire Facebook network. McDonalds, as a mass media brand, had a very wide target audience: 15 to 24-years-old, French, without demographic, social or geographical differentiation. "50's Share" was at the heart of this campaign. The app envisaged Facebook in the 50s, where you paint your messages on the wall of a house the forerunner of the Facebook wall. "This isn't the first time that McDonalds has used the concept of a Facebook app to talk about a product, says Paul. What's interesting is that this was an experience truly centered around immersion and the product experience, and much less around a game."

    Results
    The campaign ran between April 13, 2011, and May 3, 2011. It generated 32 million impressions on Facebook (Premium Ads) The campaign also saw 250,000 active users in four weeks, and generated approximately 13,000 fans for the McDonalds France Facebook page "The interesting thing about this approach is that it generated 500,000 organic (free) impressions: people who liked the page or shared the status on their page; so Facebook offers a kind of

    Facebook Case Study

    The Future
    McDonalds believes that Facebook is a powerful tool and sees this as a long-term collaboration and partnership. McDonalds will continue to think about finding a balance between communication on a site with Facebook plugins and advertising in its own right.

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