What the McBreakfast Rollout Reminds Us About Marketing Communications

80_McDonalds-Broken-Arrow-OKAs I’m sure you’ve heard — either via traditional media or otherwise — McDonald’s rolled out their much-anticipated all-day breakfast on Tuesday, October 6th. TV and radio commercials have been airing for weeks leading up to the launch, and these spots have no doubt been effective in getting the word out — after all, there’s a good chance it’s how you heard the news.

But those aren’t the only outlets McDonald’s is leveraging for this promotion. Millennials, who make up a large percentage of their target audience for the all-day breakfast offering, are now blurring the lines between what’s considered “traditional” meal day parts. Knowing this, McDonald’s has taken a more social media-oriented approach to promote — including an extremely heavy Twitter presence, SnapChat filters and the creation and use of GIFs, among others. You can read more about their launch efforts in these articles from AdAge.

McDonald’s is even focusing on social media in more traditional media outlets, in a terrific example of “old meets new.” Several of the promotion’s TV commercials center on real Twitter postings that suggested McDonald’s should serve breakfast, emojis and all.

McDonald’s, considered for years to be a lumbering beast with its head in the sand, at least has this part right about marketing: it’s about understanding how your target audience communicates, how news is spread among these individuals and then engaging them where they actually are. McDonald’s realized a (frighteningly) large percentage of this audience isn’t reading the New York Times, or even watching TV in a growing number of cases. Rather, they’re posting their “valuable” opinions on Twitter and sending duck-face selfies on SnapChat.

Now what this says about the state and future of the Western world is up to you to decide. But let this stand as a renewed reminder for your business or agency’s marketing efforts:

– Constantly be looking for new ways to be relevant to, get in front of, and engage your audience.

– Don’t settle for the same-old same-old, but rather push the boundaries.

– Really examine all the touch points that represent possible opportunities to communicate.

These innovative, resourceful efforts prove all the more valuable when we don’t have the supersized marketing budget of McDonald’s (pun fully intended).

I’ve got a feeling this launch is going to be tremendously successful and provide some much-needed wind in the sails for a McDonald’s corporation in the midst of their toughest stretch since the company’s founding, and this type of smart marketing will be a key driver of that success.

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