by Abelardo de la Pena Jr.
- McDonald’s has served billions and billions of burgers. The fast food giant is also in the social media business in a big way, using Facebook, Twitter and blogs to connect with multicultural consumers.
- McDonald’s partnered with PapiBlogger.com’s family road trip as they visited notable McDonald’s restaurants in New York, Chicago and even Roswell, NM, while blogging, tweeting and posting videos about the experience (MediaPost.com, 18 November 2010).
- Golfer Michelle Wie promotes McDonald’s through her Twitter feed in both English and Korean. The partnership, announced through both McDonald’s and Michelle Wie’s Twitter and Facebook pages, continued with the launch of the TV commercial and digital game at MyInspirAsian.com.
- The Face of the Fan online promotion allowed World Cup soccer fans to show their team passion through the McDonald’s Facebook page and MeEncanta.com site, where consumers uploaded a picture and “painted” their face virtually with the flag of their favorite team.
WHAT THIS MEANS TO BUSINESS
- Flipping on the social media switch isn’t enough; consumers demand continuous interaction with their preferred brand to stay engaged. Keeping multicultural consumers connected means identifying their passion points, communicating in their preferred language and focusing on both dialogue and entertainment.