Big Mac Meal Tracks

Brand: McDonald'sCompany: McDonald's Corp.Agency: In-House (with Frankel, Leo Burnett)Campaign Title: Big Mac Meal TracksCategory: International/Global PromotionProduct Category: Quick-Service RestaurantTime Frame: Summer 2004Award Category: International/Global Promotion Marketing Overview In September 2003, McDonald's adopted a new brand attitude," I'm lovin' it," and launched an ad campaign to express it. The tagline represented a significant departure from the company's previous marketing strategy and signified a new brand direction, shifting from a mass-market approach to one focused on priority customer segments.Seeking to connect in ways not typically associated with McDonald's, the company created its first-ever e-music promotion as proof that it was becoming more relevant to its young adult customers. The promotion ran in June, July and August in five countries: the U.S. (and Puerto Rico), Canada, France, Germany and the U.K.Promotion Objectives Enhance the perception of McDonald's among young adultsIncrease sales of the Big Mac sandwich 10% to 12% during the promotional period.To provide a visible proof point that McDonald's is changing to become more relevant to young adults. Strategy & Tactics Use two key young adult passions, technology and music, to connect with the audience.Provide a unique, high value "free premium with purchase" to motivate the sale of Big Mac sandwiches.Big Mac Meal Tracks offered a free song of their choice (approximate value: $1) from the newly launched SonyConnect music download site (which contains 500,000-plus selections) with the purchase of a Big Mac sandwich. Big Mac packaging carried an alpha-numeric code that entitled the customer to a free song at SonyConnect.com.A U.S. TV spot featured new artist Houston singing what would become a hit record, "I Like That." It also contained a cameo appearance by pop star (and McDonald's endorser) Justin Timberlake. (In Canada, the Conti Brothers were used in the advertising.) The ad connected with young adults who were aware of music downloads and enjoy discovering new music. The promotion was further supported with radio, print and Internet advertising. In-restaurant P-O-P and merchandising further communicated the promotion. Out-of-home activity included traditional advertising and high-impact street media. The campaign launched via massive public relations events in Los Angeles, Vancouver and London featuring top talent. Results The number of young adults who said they had a positive image of McDonald's increased by 24% (objective was 15%). The number who said the brand was "relevant to my age" increased 78% (goal was 65%). The number that agreed the brand was "modern, up-to-date" increased 73% (goal was 65%). Big Mac sales increased 18%.

Big Mac Meal Tracks

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