The Drum’s Post

🍔 Ahhh .... smells delicious. Another promotional activity from the QSR category, this time McDonald's Netherlands. A scent can evoke vivid memories of people, places and experiences. Whenever I smell the rich orange fragrance in food, I recall vividly that crisp afternoon walking the back streets of the Latin Quarter in Paris and the crepe (soaked in Grand Marnier) that I bought from the street vender, all those years ago. Have you experienced a similar thing Maybe the scent of cut grass, a new car, eucalyptus, roses, a perfume or cologne. Remember ? McDonald's exploit their iconic smell in this fun experiential marketing tactic. 👇 The marketing lesson- 🔸 Employ intrigue. We're wired to solve problems and make sense of things 🔸 Engage the senses, provide a fun experience 🔸 Scent can evoke desire. 😋 Thinking of grabbing a burger? #marketing #brandstrategy #experientialmarketing #promotion

👃The smell becomes the ad 🍟 McDonald's Nederland has decided to employ a unique strategy to generate buzz about the #brand. Normally, the visual and sound components are essential to any brand, but McDonald's has decided to voluntarily deprive itself of them. The brand used empty #billboards in shades of red and yellow that are vaguely associated with fast food and have the distinct aroma of McDonald's #frenchfries.🍟 Briefly, what is the central idea? Smell is the most effective sense for recalling exciting memories. One of the most intriguing aspects of McDonald's is its association with nostalgia and good times. The brand therefore asks itself if the smell of its iconic French fries is enough to trigger a positive reaction in passers-by. Apparently, the answer is yes; the brand has been able to establish itself in the general culture, and the results are as expected. Given the impressive campaign #coverage, McDonald's is likely to be satisfied with this result. It is great to see McDonald's not only have a global marketing system, but also encourage local teams to experiment. 😄

The Power of Pop Culture 🎬 🍔 Just watched McDonald's latest 2023 commercial, "As Featured In Meal", and I'm genuinely impressed by their innovative approach. 🎥 Iconic Integrations: McDonald's brilliantly taps into the nostalgia and recognition of their products' appearances in film, television, and music. By highlighting these iconic moments, they're not just selling a meal; they're selling memories and cultural touchpoints. 🤔 Why It Matters: In today's saturated market, it's not just about the product; it's about the story and the emotional connection. McDonald's understands this and leverages pop culture to resonate with their audience on a deeper level. 🚀 Takeaway for Marketers: Always look for ways to connect your product or service with broader cultural moments or trends. It's not just about what you're selling, but how it fits into your audience's world. Have you seen the commercial? What are your thoughts? Watch the commercial, I'm lovin it, you will too! 😉 Have fun! Thank you great marketers, i love what you have done!! GENIUS 😍

McDonalds & Burger King 🍔👑 For someone who isn’t very familiar with either, they’re indistinguishable. It’s like saying Coke vs. Pepsi. Unless you’re a die-hard fan of these companies, you’ll take one or the other, it’s no big deal at a restaurant if you ask for Pepsi and they say “Is Coke okay?” Now look at your own life. The projects you’re working on, the skills you have, the way you interact with others, your career as a whole and ask yourself one question. Are you a Pepsi that’s replaceable with a Coke? If you are, it’s time to rethink everything. The way you interact with people, the skills you learn, the books you read, the clubs you join, the clubs YOU START (start one). The adventures you go on, the museums you visit, and everything beyond. You have to be irreplaceable. You have to have such a unique perspective, so many quirky ideas, such diversified interests, and such odd friendships that when someone tells a co-worker “Oh, we don’t have a Megan, is a Kelly okay?” They scream HELL NO, we need the Megan, she’s the ONLY ONE for this.

McDonalds always produce the perfect Big Mac. How? They have a process. Same process. Same ingredients. Whoever is making it. Run your agency like McDonald’s if you want to get to 8 figures. Letting people ‘do it their way’ opens the doors to chaos. (No matter how experienced they are) It’s impossible to scale with everyone operating differently. That’s why 99.994% of businesses don’t reach 8 figures.

There is only one thing to say about this ad. It is amazing. It is a great execution for a strategy. It has all the necessary elements: - Brand assets were well exploited during all the ad. Right away, you know who this ad is talking about - Through the created situations, we can see clearly who they are targeting - The emotional part was great also. I guess that it is one of the best ads I saw lately.

Resizing assets is important 🚨🚨🚨

Interesting new launch by McDonald's and another attempt to gain share from Starbucks. From a branding perspective, it’s simply an odd move (but I’ve not seen the market research). Having acquired 33% stake in Pret A Manger (2001-2008) seems to me that McDonalds main struggle is internal transfer of employee knowledge and legacy of learning from their greatest investment which is their human capital. So many companies oversee their greatest assets (humans) and simply plough huge amounts of money into brand building without completely understanding that the answers are always internal… for individuals and businesses. McDonald’s has been in the news a lot in 2023 suffering major brand reputation damage, in November this year UK Boss has apologised for widespread harassment and bullying of workers. While not obvious, these two stories are interconnected and relevant to how the business is losing equity. Looks like McDonalds really needs our task force 😁! What do you think? Jim Johnson Roger Briggs Ernie Turner Bronwen Hundley Barbara Stickland Georgios Bouronikos (MA, MSc, MCC-ICF) Nataliya Wiedemeyer PMP®, ACC https://flip.it/GyaRag

The video ad "Smells Like McDonald's" delves into the powerful role of scent in enhancing customer experience and engagement. McDonald's creates a more enjoyable and emotionally resonant dining atmosphere by evoking familiar aromas that trigger nostalgic and comforting feelings. This sensory engagement fosters a strong emotional connection with the brand, driving repeat visits and boosting customer loyalty through positive scent associations. You can check out the ad to see how McDonald's leverages the sense of smell to create a unique and memorable dining experience. #diningexperience #brandloyalty #emotionalconnection #sensoryexperience #smellslikemcdonalds #mcdonalds #noarches #nologos #cx #customerexperience Watch the video here: https://lnkd.in/gBRTwbSb

✨ Nothing is more memorable than a smell. A whiff of something familiar can transport you back to places and time. ✨ McDonald's is always at the forefront of innovative marketing, and their latest campaign is sure to make your nose perk up! Sensory marketing taps into emotions 😄 😋 and memories linked to each of the senses to create a lasting impression. McDonald's is taking sensory marketing to a whole new level with this innovative campaign 🍟. The power of smell to evoke memories and cravings is unmatched, and McDonald's knows exactly how to tap into that with their legendary fries scent. Imagine this: plain red and yellow billboards, strategically placed near restaurants with the smell of their legendary, instantly recognizable fries 🍟 It's not just a billboard; it's an experience, triggering happy memories and making you instantly crave those golden, crispy fries 😋. Who wouldn't want to indulge in a Big Mac and fries after catching a whiff of that irresistible aroma? McDonald's continues to set the bar high in the world of advertising and brand engagement 🌟. Share your thoughts in the comments below and let's discuss this mouthwatering innovation together! 🍔🍟💬 #SensoryMarketing #Innovation #McDonalds #SmellMarketing #MarketingGenius #Advertisements #Engagement 🍔🍟👃🔥