McDonald’s Question and Answer Campaign
Oct 5th, 2012 by jluo28
How does a business with strong brand identity market its point of difference? The fast-food chain, McDonald’s, launched “Our food. Your questions” campaign. The campaign is designed to “foster a message of transparency” by addressing questions through Twitter and Facebook.
McDonald’s campaign could secure customer’s confidence in the brand and fence sitters, who while don’t boycott the burgers but “might be more hesitant to visit the chain because of the negative messages they hear” (Krashinsky). Its point of difference would be the level of transparency it resonates with their guests. This strategy could alter customer’s view on the products and attract a larger customer base. However, McDonald’s approach to address uncertainties, through twitter campaign using #McDStories, could also create a platform for “haters” to illuminate more negativity to the brand. The fast food industry is highly competitive, and McDonalds is trying to unlock the perception about what the consumers think about the products and secure its market share.
Sources
“McDonald’s – Your Questions” Youtube Video