McDonald’s
Franchises find flexibility with ad network
Situation
McDonald’s wanted to reach consumers age 18-34, who are typically difficult to reach with traditional media. A Web strategy seemed appropriate since the chain was already using online channels to test products. However, in order to increase engagement, the fast food giant wanted a way to test various offers in designated market areas (DMAs) and track interaction with ads for specific menu items and offers.
Approach
McDonald’s is working with Tribal Fusion, a division of media services company Exponential, to place rich media display ads on its wide network of enthusiast sites. One of Tribal Fusion’s goals is to ensure that the ads appear above the fold on the Web pages.
Moroch Partners, McDonald’s creative agency, customizes the creative and offers to target specific DMAs. The year-old strategy was first rolled out in a small number of markets, but because of its success, McDonald’s has added markets throughout the year. As a result, restaurants in more than 82 markets have been able to choose which products they want to feature and which creative they want to use in their market.
“Part of the complexity is that all of the franchises’ needs are met,” says Alistair Goodman, VP of strategic marketing for Exponential. “Some [ads] click through to a coupon offer, some click through to a restaurant offer, some to a microsite.”
Results
The ads have maintained a click-through rate of 0.10% or above for more than a year. –Nathan Golia
Nikon
Social networkers get snap happy
Approach Nikon partnered with ID Media for a campaign to promote its Cool Pix camera, in which it sponsored a branded music player on music social network Imeem from May 15 until the end of June. Banner ads drive users to ashtonscoolpix.com, a microsite where they could upload pictures and see actor Ashton Kutcher’s comments.
Results The player has received more than 2.5 million views so far. –Mary Hurn
Bradenton Area CVB
Viral e-mail drives to Florida
Approach: The convention bureau teamed up with Jennifer Barbee Inc. to build its new Web site’s opt-in database. Starting in February, e-mail blasts were sent to travelers in the surrounding states offering a free getaway. Recipients could double their chances of winning by forwarding the e-mail to a friend. Banner ads, search engine marketing and lead generation were also used.
Results: 7,200 people opted in to receive travel-related communications. –Chantal Todé
Privateview
Craig Douglass, SVP/group creative director, Digitas Health
While each of these executions accurately capture the nature of their respective products/brands, they vary in their ability to balance form and function.
The only difference between the McDonald’s banners and a coupon is the lack of a bar code. While both are highly functional, neither stirs much emotion or enthusiasm.
While I’m a bit confused by the visual concept of the Nikon campaign, there’s no denying the stopping power. It would be virtually impossible to miss this banner on any page. They’ve also done a nice job of integrating the product, tucking it into all aspects of the campaign.
On the other hand, the Bradenton Area CVB site is effectively emotive. I must admit to it stirring in me a longing for the pre-college tuition days of my little princesses. It’s certain to resonate with the target demographic. More care should have been taken to maximize legibility and ease of use.
Perhaps the most difficult challenge we have in designing interactive media is to maintain an effective balance of form and function. In my experience, the best way to maintain the perfect balance between strong emotional connections and being useful is a multidisciplinary team. Surround yourself with experts to ensure that each facet has a passionate advocate.
