Home  › Social › Social Media
mcdonald-s22

McDonald's Cranks Social Media Hydrant for NYC Summer

  |  June 13, 2011   |  Comments

Foursquare and Twitter plays lead way.

mcdonald-s22McDonald's is saturating metro New York with social media marketing this summer. A "Toast Your Town" campaign running for the next three months will use Foursquare, Twitter, and Facebook, as well as display ads and traditional media.

The Foursquare element kicks off today, as geo-social users in five NYC boroughs and four metro communities in New Jersey, Connecticut, and New York will compete - locale vs. locale - from now until Labor Day. The borough or locale that collectively records the most check-ins at McDonald's locations for the next two weeks will be offered a complimentary McCafe beverage on July 7. The same 14-day challenge will be repeated two more times, with the winning borough/locale getting a free McCafe drink on Aug. 8 and Sept. 1. Consumers will have to check in on those days to redeem the offer.

Jennifer Nagy, marketing manager for McDonald's New York tri-state region, said point-of-sale signage pushing the Foursquare effort has been distributed to the fast-food company's 621 stores in the area. "We think people generally have hometown pride," she told ClickZ News. "But in larger markets like this, we've found that people have even a greater allegiance to [exactly] where they live."

mcdonald-sNagy said her regional office for the quick-serve brand began ramping up its commitment to social media channels in 2010. A "Toast Your Town" microsite/landing page serves as a hub for the current campaign's Foursquare, Twitter, and Facebook pushes. It also entails live streaming video where aspiring comedians like Jermaine Fowler (pictured) for two hours at midday riff on random new tweets, while they encourage watchers to "post a toast," or tweet a favorable message about their locale.

"Social media is becoming such a normal part of everyday life," Nagy said. "We are investing more in digital and social media."

During the last few weeks, Nagy's team has experimented with purchasing Promoted Accounts ads ("Who to follow") on Twitter, attracting 6,100 followers so far. According to TwitterCounter.com, the brand's handle, @McDNYTriState, had just 726 followers on May 15.

"Part of it is to build an audience," she said, "and part of it is to help them understand the [current] offer. It helps make it more top of mind."

Working with public relations and marketing agency MWW Group, she said her team transmits a message via Twitter and Facebook two or three times a day. Over the summer, they will occasionally post and tweet coupons for free McCafe beverages.

While the integrated campaign includes online display ads, radio promos, outdoor billboards and subway/train signage around the metropolis, Nagy said, social lies at the heart of the initiative.

"Twitter and Foursquare are relevant and proving their value," she said. "We want the brand involved in those conversations."

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!

ABOUT THE AUTHOR

Christopher Heine

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.

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.

Jobs

    • Tier 1 Support Specialist
      Tier 1 Support Specialist (Agora Inc.) - BaltimoreThis position requires a highly motivated and multifaceted individual to contribute to and be...
    • Recent Grads: Customer Service Representative
      Recent Grads: Customer Service Representative (Agora Financial) - BaltimoreAgora Financial, one of the nation's largest independent publishers...
    • Managing Editor
      Managing Editor (Common Sense Publishing) - BaltimoreWE’RE HIRING: WE NEED AN AMAZING EDITOR TO POLISH WORLD-CLASS CONTENT   The Palm...