McDonalds have opened up the door to consumer participation with the launch of their McGlobal Casting campaign where in exchange for a photo and a few words about why you get out of bed in the morning, people get a shot at being jetted to London for a photo shoot and appearing on all of the company's packaging around the world, thereby achieving a kind of global fame. The spokesperson for the campaign talks about using the McD brand as, "a stage upon which customers can express themselves" which suggest they are at least starting in the right place. It's at the shallow end of co-creation but as we've said before that's a very good place to start and all in line with the 'brand journalism' that McDs head marketing honcho, Larry Light, has spoken about. He is going to need to tread lightly (haha!) to make this work but it's one to watch. (Via Bjoern).
About Us
Recent Comments
- James Cherkoff on What's The New Normal For Big Brands?
- Nick on What's The New Normal For Big Brands?
- James Cherkoff on Will Google Ever Be Cleverer Than Mumsnet?
- Elliptical reviews on Will Google Ever Be Cleverer Than Mumsnet?
- James Cherkoff on The Network Effect Explained For Marketeers
- Home Staging Toronto on The Network Effect Explained For Marketeers
- James Cherkoff on That Distant Rumble Is Big Data
- bradbell.tv on That Distant Rumble Is Big Data
- James Cherkoff on The Marketing Industry's Siloes Are Its Bunkers
- John Natoli on The Marketing Industry's Siloes Are Its Bunkers
Our Manifestos
Partners
« GM Loves Criticism | Main | Content 2.0 »
April 05, 2006
TrackBack
TrackBack URL for this entry:
http://www.typepad.com/services/trackback/6a00d8341c959f53ef00d8348059ff53ef
Listed below are links to weblogs that reference McDonalds Opens The Door:
Comments
Verify your Comment
Previewing your Comment
This is only a preview. Your comment has not yet been posted.
Your comment could not be posted. Error type:
Your comment has been posted. Post another comment
As a final step before posting your comment, enter the letters and numbers you see in the image below. This prevents automated programs from posting comments.
Having trouble reading this image? View an alternate.
Recent Posts
- Brand Conversations – Is Anyone Listening? (And If So, Do They Care?)
- Does Fail-Fast Make Sense For Big Brands?
- Online TV Comes Of Age In The UK - So What?
- That Distant Rumble Is Big Data
- Software Is Eating TV
- Definitions That No Longer Apply
- 'Collaboration Is A Survivalist Necessity'
- In Networked Media Links Mean Business
- The Marketing Industry's Siloes Are Its Bunkers
- What's The New Normal For Big Brands?
Whatever one thinks of McDonald’s (I have not been in since January 2004), I have to admit this is a good idea and great for the brand. It taps in to modern marketing ideas. Secondly, McDonald’s global position is now, through this, turned into a humanizing asset.
¶ ‘If you’ve got it, share it,’ is the mantra of the 2000s, and McDonald’s is doing just that with its asset of being global.
Posted by: Jack Yan | April 05, 2006 at 12:27 PM
File under 'things that make me go hmmm'. It COULD be a genius way of genuinely conveying 'inspiration, passion and fun' OR it could go down the corporate plughole of "I'm lovin' it" - which will win, passion or cynicism?
Posted by: chuck | April 06, 2006 at 10:55 PM
McDonalds is already the film-lot for a ton of consumer generated content. There are over 1300 videos on YouTube at the moment, mainly because YouTubers spend a lot of time there, I expect.
Maybe they should look at embracing that it some way. Though maybe not the hundreds of films in the "this is me getting on the nerves of the people at the drive-thru" sub-genre, which seems to be an American, 21st century version of knock-door ginger.
Posted by: Antony Mayfield | April 08, 2006 at 07:17 AM
mcdonalds rock dude
Posted by: Sean | October 29, 2007 at 10:24 AM