1. McDonald’s Digital Marketing Plan
Sijie Xiao
ADV 420

2. Target Audience
Family with kids Teenagers Young working class

3. Global Idea & Goal
• Idea
We Are
Together
• Campaign goal
– Penetration/market
share
– Customer retain
– Brand image

4. Social Media Strategy
Primary social media
• latest promotion ads
• Q&A
• Vote
• other content related
Secondary social media
• quick, instant promotion
• fill in the blank
• rewarding tactics
• the first ten people who fill in the
blank will get a free
Family/Friend/Colleague meal.

5. Social Media Strategy
previous
Retouch Contest
• A pair of pictures – before and after retouching.
•The object of the picture is any food or drink of
McDonald’s.
• They could be beautiful, cute or quirky.
• The ten winners will have their work displayed in
McDonald’s stores as print advertising with brief
personal information on it.
after

6. Mobile Media Strategy
Mobile site
Business App
• Location serves as an important
function
• find store
• share location with delivery
man
• Social media will be imbedded in
• Exclusive promotion on mobile
•Coupon shared via phone
contact
App

7. Mobile Media Strategy
Entertaining App
• Mobile games cooperated/
compete with friends
• Theme related to food
• Get rewards from McDonald’s
Joint Mobile Strategy
• Cooperate with Instagram or Vine
or other potential promising apps
...

8. Online Advertising Strategy
Online display ads Google Adwords SEO
SEO
• Use Google Adwords to search key words that is relatively highly searched but
competitive to get McDonald’s website easier to find
• Location would be another strategy to use
•If someone lives in East Lansing, when searching “fast food restaurant for
family”, the hint words “in East Lansing” will pop out under as primary
options

9. Internet Marketing Strategy
The online news room in
homepage is also important
because every piece of press
release related to McDonald’s will
be displayed in that page so that
when journalists or reporters
require for information, online
news room would be a good
resource center.

10. Budget
• McDonald's spent 900 millions
on overall advertising in 2010
(Social Brand Value). Assume
its increasing rate is 15% in
2013, McDonald's will have a
overall marketing budget of
1.2 billion dollars.