McDonald's emphasized the "lovin'" aspect of its slogan by asking others to retweet nice things it wrote on Twitter about other bands featured in the Super Bowl in exchange for prizes.
McDonald’s new emphasis on “lovin'” could be seen in its Super Bowl ad shown during the Big Game yesterday, in which the company promised loads of prizes to followers on Twitter who retweeted nice things from the company’s corporate account.
The company was all about sharing love for the Super Bowl, and offered giveaways for people who re-tweeting nice messages the company posted about fellow marketers, according to a USA Today report.
For example, the company gave away designer sandals and a pedicure to some people who re-tweeted one of their nice messages about the toenail fungus medicine Jublia, which was also featured in Super Bowl ads. It gave away Xbox Ones to some lucky individuals who re-tweeted McDonald’s Microsoft tweet. Another tweet from McDonald’s said it was “lovin’ the @morphie ad,” and offered a smartphone and Morphie juice pack air.
The company feels that this is a different way of approaching marketing and “start[ing] a dialog” with consumers, according to U.S. Chief Marketing Officer Deborah Wahl, who was quoted in the report. She said the company was looking to find new ways to engage with customers that they would find more meaningful.
The promotion has been in the works for months after heavy research of Super Bowl ads in order to come up with ideas for products to offer, while also installing a social media team at its Chicago headquarters to be ready to tweet up offers live.
Some analysts are calling the move a genius marketing idea, keeping McDonalds in the national discussion even as they highlighted other brands and keeping to a very tight messaging line of “lovin.'”
Coca-Cola made its own push for niceness with its #MakeItHappy hashtag, urging followers to reply to any tweet that could be made happier.
Southwest Airlines gave a shout out to a Doritos Super Bowl ad. Although the airline didn’t advertise in the Super Bowl, it tweeted that anyone who takes a middle-seat selfish on Monday and Tuesday flights — echoing what happened in the Doritos commercial — will get Doritos and a coupon for a free drink.
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