The fast-food chain plans to create double the amount of marketing content in the upcoming year.
The fast-food giant is undergoing a major marketing revamp and focusing on digital. According to a recent Adweek article, McDonald’s is planning on creating double the amount of content this year with roughly 5,000 pieces of marketing content.
“We're making more content but we're also challenging ourselves to make our content much more valuable to our customers,” says McDonald’s CMO, Deborah Wahl.
The brand reports that they are mentioned once every two seconds in the U.S., but they have only been responding to one every 10 seconds. There is room to grow for the fast-food chain with plenty of those mentions being negative and mini crises to attend to.
McDonald’s is getting on board with Snapchat geofilters by having one at all 14,000 locations. The french fries image filter they created has been used 12 million times and generated 308 million views since its launch.
"We approached it as inserting some playfulness into a culture of curated moments," Dahl said.
McDonald's has chosen Omnicom for its large $1 billion creative and media business for a new approach, innovation, and to create the impact the brand would like to make.
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