With its massive franchise base and regionalized operations, McDonald’s faces a challenge common to global brands – making its mass media as relevant to its local markets as it is to its national and even international ones.
To merge mass and local, the QSR giant has started beta-testing Twitter’s new geo-targeted Promoted Accounts, which enables advertisers to reach users in particular metropolitan markets. It allows the brand to increase awareness around local initiatives such as limited time offers and regional menu items, Karin Campbell, senior manager, external communications, McDonald’s Canada, explains. It’s also being used to boost the QSR’s CSR outreach.
The trial run kicked off prior to a number of brand initiatives, notably a hiring event in April and McHappy Day in May, when one dollar from the sale of every Big Mac, Happy Meal and coffee will go to children’s charities across the country.
“Eighty percent of our restaurants are locally owned and operated by Canadians, so there was a great opportunity to really talk to where we are geographically,” explains Campbell.