Content marketing strategy for McDonald’s

by QIAN XU

Target audience

·         5-30 year old children, students and young adults

·         They are interested in comsmics and animations.

·         They have a hobby for drawing and painting

·         They are fans of McDonald’s and have a love for food

Brief outline

·         My idea is McDonald’s sponser a campign about cosmic awards on best drawing of McDonald’s and its products.

·         Participants can use their imagination to drawing, which will be considered as an important evaluation standard to win the awards.

·         The cosmic awards will need participants to post their pictures on twitter or instgram with a topic of # mc cos award#

·         McDonald’s official page will repost these paticipants picture and solicit opinion and set up “vote” function in the post. So all the followers will able to participate and they will get a coupon if they join the vote.

·         The winner of the campign will win a 1000 dollars and join the McDonald’s advertising graphic design for new creativity.

·         It will be lauched during summer (MAY to AUG), as students have their holiday and working adults have a relevantly relaxing schedule.

Conceptual graphs

  

Goal to achieve

·         More “likes”, “repost” and “comments”. With the attention on the awards and pictures, many cosmis lovers will join the campign. So they will like the good content on pictures posted.

·         More click on the link of vote which are linked to McDonald’s official website. As existing post are popular for coupon and discount, followers will be willing to join the vote for coupons.

·         Build stronger connection between McDonald’s own website and their twitter and instgram.

·         Through cosmic image deepen McDonald’s brand awareness, thus expanding brand loyalty.

Social Strategy

·         Twitter

Use a hashtag # mc cos award to start a topic and make the tag really popular with high repurpose rate;

Connect to influncers to retweet the hashtag, then it will spread to larger group of twitter user. Such as Marvels, disney, DreamWorks

·         Instagram

Curate User-Generated Content. If McDonald’s community members share posts featuring McDonald’s, we will have access to a repository of potential content gold. Curating content from fans allows McDonald’s to foster audience engagement and create an incentive for our audience to share posts.