Brand transformation, old look and new look
The "Uncle McDonald" of McDonald's for 50 years is the "Chief Happiness Officer" of McDonald's. In the past, the smiling "Uncle McDonald" was friendly to children, teenagers, parents and other market segments, and was a good "brand spokesperson".
However, with the passage of time, McDonald's positioning and brand concept have been unable to attract hip-hop people who prefer "cool", excitement and adventure as before. McDonald's must change its global image and update its brand.
"I like" is precisely targeted at young people, who are the fastest losing customers of McDonald's, and the company needs to catch them most. All brand themes revolve around the ideas that young people admire, such as "cool", "being your own master" and "going your own way". Wang Leehom, the creator and singer of McDonald's songs in China, has great appeal among young people and is an independent, energetic and self-motivated representative among young people. Wang Leehom and Hip-hop, R& works; The theme song "I like it" of genre B has been on many song charts since its launch, which is deeply loved by young people and has won a lot of attention for McDonald's.
At the same time, the basic colors of advertising posters and employees' clothing of McDonald's chain stores have been changed into fashionable and avant-garde black. In order to cooperate with brand advertising, McDonald's launched a series of super cool promotional activities, such as saying "I like it" or "I love it" loudly to the waiter and getting a tube of ice cream. Some college students think that such activities are very fresh and interesting, and are very popular with young people who dare to do it.
Communication+Gourmet View Collaborative Marketing
One is the leader of domestic communication, and the other is the king of international fast food. M-Zone and McDonald's can come together because they both emphasize the concepts of "privilege" and "territory" and effectively segment the market by creating a new culture of "thumb", especially young people, who pay more attention to their own personality. In cooperation with McDonald's, we launched the "Dynamic Package" at the price of 15 yuan (original price: 2 1.5 yuan), which undoubtedly increased customers' sense of "privilege". For McDonald's, dynamic packaging can increase the "viscosity" of consumers. Thereby expanding the "territory" of both sides.
On April 23, the reporter learned that McDonald's quickly expanded into a new territory where "residents" gathered by voting for the "dynamic package", which further expanded the "site" of the m-zone and further expanded the team of "residents". The monthly "dynamic package" is elected by the "residents" through SMS, MMS and online voting, which is both innovative and affordable, making the "residents" feel their privileges. After that, M-Zone will cooperate with McDonald's in various forms in channels, products and markets, and carry out a series of activities aimed at the younger generation, so as to expand the "site" of M-Zone to more and wider fields.
McDonald's is expanding from the image of a warm paradise in the eyes of children in the past, aiming at the younger generation of consumers. At this time, the flow of people is the key to business, and the M-Zone has a large number of audience groups, which has become a favorable source for McDonald's to expand its diversified customers. While attracting customers, it has become an effective channel for McDonald's to release new products and promotional information through the wireless communication platform in the M-Zone, and make more effective use of the emerging fifth media to spread resources and share investment.
Can Uncle Mai, who used to be kind and gentle and now dynamic and fashionable, really get what he wants in the China market? Can street boys who say "I like it" overbearingly really realize McDonald's dream of brand-new ideas? Maybe the answer is only time for the old man to answer.