Quick-serve brand's Canadian division looks to increase followers via Promoted Accounts.
McDonald's Canada today announced that it's one of the first geotargeting testers for Twitter's Promoted Accounts.
Outside of creating general brand awareness, the platform helps companies build their followers audience by displaying the advertiser at the top of the "Who to follow" column, which includes three other non-sponsor Twitter accounts.
Based in Don Mills, ON, McDonald's Canada has 4,000 followers of its "@McD_Canada" handle. McDonald's has 1,430 restaurants in Canada, 80 percent of which are locally owned franchises. Karin Campbell, spokesperson for the brand, told ClickZ that increasing followers was just one of the objectives of the geotargeting pilot.
"It is one of the goals, but not the primary goal," she explained. "There are not a lot of people aware that we have a uniquely Canadian Twitter handle. And it's really important for us to reach customers who want to have a dialogue with us and don't know that we are there."
By targeting Canadian users, Campbell said her company wants to boost awareness around local initiatives like regional menu items, limited-time offers, and other exclusively Canadian events. In one example, the brand plans to use geotargeted Promoted Accounts ads to promote "McHappy Day" on May 11. During this one-day event, the quick-serve chain will donate $1 for the sale of every Big Mac, Happy Meal, and premium roast coffee to local children's charities across Canada.
"We have a bunch of different programs underway and some limited-time offers coming up," Campbell said. "So it's a really busy time for us in the social space. And it's a really great opportunity for us to pilot this service."
Up to this point in Twitter's evolution, the absence of geotargeting has been an obvious hole in the micro-blogging site's ad menu. The emergence of Promoted Accounts and Promoted Tweets offerings by location provides brands with an alternative to Twitter's global-only Promoted Trend buy, which reportedly costs in the neighborhood of $100,000 to $120,000. Trial advertisers like McDonald's Canada are able to target Promoted Accounts ads by country while Promoted Tweets can be more granular - supporting either country or metro area delivery in the U.S.
On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!
Want to learn more? Join us at ClickZ Live San Francisco, Aug 10-12!
Educating marketers for over 15 years, ClickZ Live brings together industry thought leaders from the largest brands and agencies to deliver the most advanced, educational digital marketing agenda. Register today and save $500!
Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.
Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.
Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.
June 10, 2015
12:00pm ET/9:00am PT