1. i’m lovin it

2. Company Profile
• Founded in 1940
• The world’s largest chain of hamburger fast
food restaurant.
• Now serving 68 million customers in 119
countries.
• Offers hamburgers, cheeseburgers, chicken,
French fries, breakfast, breakfast items, soft
drinks, coffee, shakes and desserts.
• Free wi-fi.

3. Challenges & Goals
McDonald’s has been increasing its sales for a connective 35 quarters since
2003. Even during the world wide economy recession.
The goals of the Golden Arches remain to be
• Profitability
• Quality Service
• Customer Satisfaction
• Reputable Image
• Community Outreach
At the mean time, McDonald’s has to face
challenges like:
• Maintain current price strategy with rising of raw
materials
• Return on investment
• Competition

4. Digital Media Strategies
Target audience:
Children, teenagers, young people, and their
parents.
Objectives:
Social media plays an important role when
customers are engaged. Therefore, the digital media goal for
real interaction with
McDonald’s is to have
its customers. Moreover, the campaigns
McDonald’s initiate must be socially good, which can
benefit brand image. Last but not least,
McDonald’s digital media objective should be linking
customers in a VIRTUAL to the REAL
world.

5. Digital Media Channels
Facebook:
Currently McDonald’s official fan page enjoys 18 .7 million fans.
The company should use the page to promote the latest campaigns.
Twitter:
McDonald’s USA official Twitter account has 427,220 followers.
The company first should try to boost their fan base, and should update
the information related to the campaigns.
McChronicles:
It seems that the company has given up
on the official blog website. The blog should be
linked with its Facebook fan page and Twitter
account. With enough followers, the blog will be
able to promote the campaigns.
Others:
As a company is themed young and
energetic, McDonald’s should utilize all channels of
social media, like YouTube, email, Pinterest, G+, etc.
And McDonald’s will need Google Ad to promote
the campaign.

6. Digital Media Channels
Mobile App:
To connect customers from the virtual world and the real world, Mobile
apps are going to play an important role here. McDonald’s new mobile app will
1. Help customers to locate the nearest store.
2. Send push to cell phone users about the latest coupons.
3. Enable users to check-in at stores, and tag friends, share stories.

7. Digital Media Mix
After all the social media channels are launched, McDonald’s will launch a
“My McCup” campaign, promoted through its all media channels.
The campaign aims at:
1. Saving the environment. Customers who bring their own
beverage cups will be tagged on McDonald’s official Facebook Wall.
Customers can share their fun experience at McDonald’s with their
friends.
2. Drive more focus from customers on McDonald’s
Social Media Channels. Customers who check-
in at the store and brings their own cup, will be
awarded an ice cream cone.
3. Generate buzz and a better brand
image.

8. Time Line
The whole campaign will last one year. From June 1, 2012 until May 31, 2013.
April 2012 ~ May 31 2012
The company will have one and a half months to boost its fan base
on social network sites, Facebook and Twitter especially.
June 1 2012 ~ August 31 2012
The beginning of campaign. Need TV commercial, Facebook and
twitter’s help to promote the campaign.
September 1 2012 ~ May 31
After a big promotion from TV ads,
Google Ads, social network sites, the campaign
should undergo smoothly.

9. Budget
McDonald’s has a $2 million budget on marketing, advertising and Public
Relations. The “My McCup” campaign will be the major campaign for the
coming year. The budget for the campaign accounts $1.5 million.
Social
Media, 0.1
Mobile
SEO, 0.35 App, 0.65
Google
Ad, 0.4

10. Evaluation
1.Boost of fan base on social network
sites.
2.Customers’ fun stories & pictures
shared via multiple channels.
3.In-store traffic with cups increase
drastically.