Most people guzzle down their morning brews while on the go, but McDonald's is trying to encourage people across the UK to stop and enjoy their coffee with others with its latest marketing effort, the McDonald's Cups campaign.
The McDonald's Cups campaign, created by Leo Burnett, comprises a video ad and a social media component. In the commercial, the premise is stopping to enjoy conversations with your friends as you drink McDonald's coffee. The video spot focuses on the conversations its customers are having by zooming the camera in on the their hands.
As for the social media part, the fast food chain is encouraging people to download its McDonald's Coffee Time app on Facebook. Customers who upload photos of themselves with McDonald's coffees will become part of McDonald's Facebook timeline and also get chances to win iPod Shuffles, Kindles, vouchers for iTunes and more.
Fast Food Sharing Initiatives
McDonald's Cups Campaign Encourages You to Linger & Enjoy Its Coffee
Trend Themes
1. Slow-food Movement - Opportunity for restaurants to create a more relaxed atmosphere where customers can take the time to enjoy their food and drinks with friends instead of rushing out the door.
2. Social Media Interactive Campaigns - Opportunity for companies to engage with customers through interactive social media campaigns that encourage them to share content and become part of the brand's community and timeline.
3. Digital Rewards Programs - Opportunity for companies to create digital rewards programs that incentivize customers to engage with the brand and share their experiences on social media.
Industry Implications
1. Fast Food - Fast food chains can create initiatives to encourage customers to slow down and enjoy their food and drinks, creating a better customer experience and potentially increasing loyalty.
2. Advertising - Advertising agencies can use interactive social media campaigns to create engagement with customers and increase brand awareness.
3. Technology - Technology companies can create digital rewards programs that incentivize customers to engage with brands and share their experiences on social media, increasing loyalty and brand awareness.