“Tastes of the World”

Social Media Case Study

McDonald’s Lebanon powered by Think Media Labs

April 15 to June 17, 2013

Terms & Conditions Order, Eat, Snap, Upload, Vote

3 New Burgers 3 weeks each

We wanted users not only to smell or taste flavors

from other cultures but also to fully experience them!

• Order one of our new Tastes of the World meals• Take a picture wearing McDonald’s mustache in front of the “Tastes of the World” backdrop or with the meal.• Upload the picture to the McDonald’s Lebanon Photo Contest Application.• Get at least 10 votes to be qualified.• Every 10 votes you get increases your chances in the draw to win a trip for two to Mexico, France or Malaysia.

April 15 May 6 May 27 June 17

Mexican French Asian

Karim MiknasMcDonald’s Lebanon Managing Partner

““

The Competition1

Social Media Analysis2

24h

300%Growth

in 9 weeks

25%

25%

50%

Facebook Page Growth (Page Likes)

App Activity Coverageof SocialMedia

PageActivityGrowth

April15

Mar27

May6

May27

June17

In-StoreObservation

ImmediateResponse

Mobile-friendlyFacebook App

DynamicContent

MexicanFrench

Asian

+53%shares

+203%comments

+82%posts/Likes

Case Study A3Expect the Unexpected

1. Sold OUT

The Mexican and Asian burgers were a huge success that they were sold out in 1 week each.

Social Indication2.

Customers indicated instantly on Facebook that the burgers were sold out.

the online community tells you almost as fast as your internal team what is happening in your business.

Solution3.

The mustache was removed as a must for entering the contest.

always have a backup plan in case the business situation changes.

Be transparent when updating the Terms and conditions.

Lauretta KamelMcDonald’ssss there’s no asian anymore and there is still one week for the competition....

Few seconds ago

Paul Eidi am at McDo now, there are no more mexican burgers :( what can i do???

5 minutes ago

any McDonald’s meal

Case Study B4Joey Audi: The Devoted Fan

15-year-oldBoy

1. Entrance4. Draw

6. Reward

8. Gratitude

“Vote for Joey” Facebook Page2.

“Joey’s Trailer” Video Montage3.

Did not winthe competition5.

“Sad Joey is now Happier”“Thanks McDonald’s” Video7. “McDonald’s Flight”

Video Montage9.

Joey entered the competition to win a trip to Mexico.

1.To gain more votes on his photo, Joey created a Facebook page and named it “Vote for Joey”.

2.

On his page, he created and shared a video montage to show how bad he wanted to win the trip.

3.

In the draw, a girl named Joy won the trip leaving Joey crushed.

4 - 5.

McDonald’s Lebanon couldn’t leave Joey sad, so they invited him for a flight over Lebanon.

6.

Because of McDonald's generosity, Joey renamed his page to: "Joey's Dreams come true Fly around Lebanon”. To show his excitement, he then created and shared a thank you video.

Reward users initiative, even if not strictly

compliant with the terms and

conditions.

7. Joey shared one last video "McDonald’s Flight" where he expressed his gratitude and shared his wonderful experience.

8 - 9.

Last but Not Least5

Enjoy the competition with the users and the customers.

Brief well your employees and involve them with the fun!

“Tastes of the World”

Social Media Case Study

McDonald’s Lebanon powered by Think Media Labs

April 15 to June 17, 2013

Links of Interest

Slidesharetmla.bz/mcdoTMLpptx

Video Animationtmla.bz/mcdoTMLvid

Infographictmla.bz/mcdoTMLinfo

Joey’s “Thanks McDonald’s”tmla.bz/mcdoTMLjoey

Think Media Labs

Thank You

/linkd.in/thinkmedialabs /McDonaldsLebanon

/thinkmedialabs

/thinkmedialabs

/thinkmedialabs.com

McDonald’s Lebanon

/McDonaldsLebanon

/McDonaldsLeb

/mcdonalds.com.lb