Fast food giant McDonald's tried a new marketing technique this week. Instead of jamming the airwaves with clever ads announcing McDonald's menu changes for children, the company targeted mommy bloggers.
Social Media Blasts
Facebook, Twitter and other social media fans may have noticed the recent influx of tweets, posts and promotion. The company hopes to capture the inquisitive eyes of mommy bloggers who spend time surfing social media networks. And, moms are the target audience shelling out cash for Happy Meals, so the new direction makes sense.
Rick Wion, director of social media for McDonald's, commented in a recent National Public Radio online article that online reviews written by mommy bloggers grab more views than a city newspaper. This concept isn't new. Word of mouth advertising has always been superior over glossy paid ads.
McDonald's Menu Changes
So, what's new? McDonald's has reduced the amount of french fries in a child's Happy Meal and added apple slices to boost the nutrition of the meal. The company hopes moms everywhere will sing praises about the McDonald's menu change.
But, really, the child is still eating a fat-saturated hamburger and sodium-soaked processed french fries. Discriminate moms aren't going to be frequenting the McDonald's drive thru anyway. But, the marketing is clever.