麦当劳口碑营销课件.ppt

《麦当劳口碑营销课件.ppt》由会员上传分享，免费在线阅读，更多相关内容在教育资源-天天文库。

1、GettingAmericaBuzzingAboutChickenWOMMA11/14/08LeadershavetobeinnovatorsInnovativeproductsandinnovativewaystosellandmarketthemHeatherMcDonald’sLegacyLegacyofinnovationatbreakfastEggMcMuffin,McGriddlesHeatherBreakfastChicken.HeatherNextBigStep…Chickenforbreakfast?HeatherBeyondEggsHop

2、ethatchickenforbreakfastwasuniqueenoughtostartconversationButwecouldn’trelyonthataloneBuildontheinherentuniquenessofchickenforbreakfastLeveragetheuniversalappealoftheChickenvs.EggdebateHeatherChickenwithBuzzTakeaknownentityandmakeitnewCreativeextensionofanageoldconversationHeatherS

3、ettingUptheDebateProgramOverviewStandardproductlaunchtacticsExtendedGoalsofDrivingtraffictorestaurantthroughbuzz-generatingviraloutreachandethnic-marketactivationIncitingdebateaboutchickenforbreakfastviaaninteractive,onlineconsumerexperienceBolsteringMcDonald’sleadershippositionint

4、hebreakfastcategorywhilecommunicatingourlegacyofinnovationandqualityRickHowWeDidItNationalSamplingDayWhatCameFirst.comExclusiveCNBCStory/ViralActivationNationalMediaRelationsDanceLikeaChickenDayLocalMarketPRSupportInternalCommunicationsRickWhatCameFirst.comCustomizablegametomakechi

5、ckenandeggcharacterscompleteinaanimateddance-offAbilitytoforwardtoand“challenge”friendsMan-on-the-Streetvideointerviewswithpeopleweighinginonthe“chickenvs.egg”debateBi-lingualRickWhatCameFirst.comResultsMorethan45,000visitorsonsamplingeventday150,000visitorsinfirstmonthMorethan40,0

6、00danceoffsWhatCameFirstsentoverwhelmingtraffictoMcDonalds.comonMay15RickSecuredexclusivestoryonCNBC’sSquawkBoxtolaunchthesiteandproductonApril28ExclusiveBroadcastPlacementRickViralActivationWhatCameFirst.comlaunchedwithane-mailtoMcDonald’sconsumerdatabase(1.4millionsubscribers)

7、E-maildrovesignificanttraffictothesiteandteasedMay15samplingdayRickBloggerOutreachRickNationalMediaWorkedwithU.S.Communicationsandthenationalmarket-specificagenciestosecureover82.5millionimpressionsintop-tiernationalmedia,including:RickMediaDrivingConversationsHighprofileplacements

8、drovespikesindiscussionsan