McDonald’s Digital Marketing Plan

Sijie XiaoADV 420

Target Audience

Family with kids Teenagers Young working class

Global Idea & Goal

• Idea

We Are Together

• Campaign goal– Penetration/market

share– Customer retain– Brand image

Social Media StrategyPrimary social media

Secondary social media

• latest promotion ads• Q&A• Vote• other content related

• quick, instant promotion• fill in the blank• rewarding tactics• the first ten people who fill in the

blank will get a free Family/Friend/Colleague meal.

Social Media Strategy

Retouch Contest• A pair of pictures – before and after retouching. •The object of the picture is any food or drink of McDonald’s.• They could be beautiful, cute or quirky.• The ten winners will have their work displayed in McDonald’s stores as print advertising with brief personal information on it.

previous

after

Mobile Media Strategy

• Location serves as an important function• find store• share location with delivery

man • Social media will be imbedded in• Exclusive promotion on mobile• Coupon shared via phone

contact

Mobile site

App

Business App

Mobile Media Strategy

• Mobile games cooperated/ compete with friends• Theme related to food• Get rewards from McDonald’s

Entertaining App

Joint Mobile Strategy

• Cooperate with Instagram or Vine or other potential promising apps ...

Online Advertising Strategy

SEO• Use Google Adwords to search key words that is relatively highly searched but competitive to get McDonald’s website easier to find• Location would be another strategy to use• If someone lives in East Lansing, when searching “fast food restaurant for

family”, the hint words “in East Lansing” will pop out under as primary options

Online display ads Google Adwords SEO

Internet Marketing Strategy

The online news room in homepage is also important because every piece of press release related to McDonald’s will be displayed in that page so that when journalists or reporters require for information, online news room would be a good resource center.

Budget

• McDonald's spent 900 millions on overall advertising in 2010 (Social Brand Value). Assume its increasing rate is 15% in 2013, McDonald's will have a overall marketing budget of 1.2 billion dollars.