Using Social Media for New Product Launch
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Transcript of Using Social Media for New Product Launch
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Getting America Buzzing About Chicken
WOMMA 11/14/08
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Leaders have to be innovators
Innovative products and innovative ways to sell and market them
Heather McDonald’s Legacy
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Legacy of innovation at breakfast
Egg McMuffin, McGriddles
Heather Breakfast
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Chicken.
Heather Next Big Step…
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Chicken for breakfast?
Heather Beyond Eggs
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Hope that chicken for breakfast was unique enough to start conversation
But we couldn’t rely on that alone– Build on the inherent uniqueness of chicken for
breakfast – Leverage the universal appeal of the Chicken vs. Egg
debate
Heather Chicken with Buzz
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Take a known entity and make it new
Creative extension of an age old conversation
Heather Setting Up the Debate
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Program Overview
Standard product launch tactics
Extended Goals of – Driving traffic to restaurant through buzz-generating
viral outreach and ethnic-market activation
– Inciting debate about chicken for breakfast via an interactive, online consumer experience
– Bolstering McDonald’s leadership position in the breakfast category while communicating our legacy of innovation and quality
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How We Did It
• National Sampling Day• WhatCameFirst.com• Exclusive CNBC Story/Viral Activation• National Media Relations• Dance Like a Chicken Day• Local Market PR Support• Internal Communications
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WhatCameFirst.com– Customizable game to
make chicken and egg characters complete in a animated dance-off
– Ability to forward to and “challenge” friends
– Man-on-the-Street video interviews with people weighing in on the “chicken vs. egg” debate
– Bi-lingual
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WhatCameFirst.com Results
– More than 45,000 visitors on sampling event day
– 150,000 visitors in first month
– More than 40,000 dance offs
– WhatCameFirst sent overwhelming traffic to McDonalds.com on May 15
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Secured exclusive story on CNBC’s Squawk Box to launch the site and product on April 28
Exclusive Broadcast Placement
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Viral Activation
WhatCameFirst.com launched with an e-mail to McDonald’s consumer database (1.4 million subscribers)
E-mail drove significant traffic to the site and teased May 15 sampling day
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Blogger Outreach
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National Media
Worked with U.S. Communications and the national market-specific agencies to secure over 82.5 million impressions in top-tier national media, including:
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Media Driving Conversations
• High profile placements drove spikes in discussions and Web traffic:– Chicago Tribune: 129
comments– Consumerist.com: 166
comments
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Results
• In the week leading up to the sampling event, pitching resulted in nearly 400 blog postings
• More than 1,100 blog postings overall
• More than 11,500 online discussions about Southern Style chicken in:– Blogs– Videos – Discussion forums– Twitter (77 postings)
• Sampling event drove 3x more conversation than Dunkin Donuts event
• Online and offline buzz led SSC to be the 13th most frequently searched term on Google on the sampling day
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Community Outreach
• Hosted Breakfast Sampling Event in NYC with 19 media attending
• Leveraged Terrence J’s MySpace network and worked with him to post information about the Web site on his personal page
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National Dance Like a Chicken Day celebrations outside morning TV shows
NYC Street TeamActivation
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Local Market PR
Worked with local markets nationwide to promote the national sampling day and WhatCameFirst.com
Provided Arch Cards, branded sleeves and WhatCameFirst.com t-shirts to various local markets, as needed
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NBA All-Star Dwight Howard recorded a video for StationM, inviting crew members to submit videos of themselves dancing like a chicken to win great prizes.
At Convention, Elliot Sadler and Kasey Kahne took a few minutes to debate, “What came first, the chicken or the egg?” and encourage crew members to log online to WhatCameFirst.com.
Internal ActivationHeather
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Final Results
• More than:– 45,000 completed Dance-Offs– 150,000 UNIQUE Web Site Visitors– 11,000 online conversations
• …and with a media total of
–162 million impressions
Heather
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• What’s Next– Social Media is growing in importance– Moving from campaign-based to strategic,
on-going positioning– Chicken will continue to be important part
of menu– Quality will be important part of
communications
Heather
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Thanks!