Adtech 2013 Upsize Me - Serving Creative Innovation With Fries

@danlee888

UPSIZE ME:SERVING CREATIVE

INNOVATION WITH FRIESDANIEL LEE

DIRECTOR - DIGITAL PROJECTS APMEA, McDONALD’S

@danlee888

WHY CREATIVE INNOVATION?

@danlee888

MEET YOUR MOST INSIDIOUS COMPETITOR....

@danlee888

It’s OK, your customers have ATTENTIONITIS

SYMPTOMSAttention span of a mosquitoRelentless Digital Overload Tragically Cynical

TREATMENTImagination grabbing innovative creative that’s worth spending time with!!

@danlee888

Without Creative Innovation you will mostly be ignored and you will be wondering why you need more budget to get the same result as before. And if you’re not doing it, then your other competitors will, and they will eat your market share while you look at cat pictures on Facebook.

@danlee888

A CHANGE IN COMMUNICATION

PHILOSOPHY

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ALMOST 70 YEARS OF BUYING ATTENTION

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WHO IS MCDONALD’S?

75 1 Billion 18

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WHO IS MCDONALD’S?

75 1 Billion 18

Burgers sold every second

Customers served every 2 weeks

Countries offering McDelivery

@danlee888

WHO IS MCDONALD’S?

MEDIA INFLATION

FOOD PERCEPTIONS

AWAY FROM STORE

@danlee888

WHO IS MCDONALD’S?

MEDIA INFLATION

FOOD PERCEPTIONS

AWAY FROM STORE

As much as +51% to reach same audience

Governments, lobby groups and individuals

challenging quality

Growth in channels away from the

restaurant

@danlee888

RADICAL TRANSPARENCYFrom guarded to active – we do more than open our doors, we invite people in.From shouting to social – we put engagement at the core.From image to reality – we use the truth to set ourselves free.From lagging to leading – we are risk-taking, bold, trend-setting, visionary.

http://yourquestions.mcdonalds.ca/

@danlee888

SOCIAL MEDIA SCARIESHow can we control the

conversation?

How do we respond in real

time?

Will this ever get past the Legal department?

Will this be front page news - for

the wrong reasons?

@danlee888

OUR FOOD. YOUR QUESTIONS.

@danlee888

SUPPORTED WITH FEATURED VIDEO CONTENT

http://www.youtube.com/watch?v=oSd0keSj2W8

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PLANNING: RESPONSE MODEL

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RESOURCING: CROSS FUNCTIONAL PARTNERSHIP

@danlee888

TONE OF VOICE

What it is What it isn’t

Personal, Friendly Intimate

Informative, Knowledgable Know-it-all

Factual Robotic

Confident Corporate

@danlee888

INSIGHTS

54% OF BEEF QUESTIONS DIDN’T BELIEVE THE “100%

BEEF” CLAIM

65% OF CHICKEN QUESTIONS ASKED ABOUT WHAT WAS

IN THE NUGGETS

@danlee888

RESULTS

Double digit growth in key brand measures,e.g. “Food I feel good about eating”, which drive sustainable long

term sales impact.

19,000 Questions Answered

10 million web sessions, average of 4 minutes

duration

@danlee888

SOCIAL MEDIA: CREATIVE INNOVATION TAKE OUTSWe created a transparency

platform to take the truth, socialize and

amplify it.

Present the content in a compelling, multi platform way - text, images, video, with responsive design.

Don’t always have to be proactive:

Listening and reacting demonstrates

sincerity.

@danlee888

SOCIAL MEDIA: CREATIVE INNOVATION CHALLENGE

What burning questions do your customers have?

How could you get them to ask, and then answer them

truthfully and compellingly?

THIS CHANGES EVERYTHING

http://yourguide.vzw.com/article/how-many-objects-

can-your-smartphone-replace-infographic/

@danlee888

IS IT STILL YEAR OF THE MOBILE?

Source: Mary Meeker, KPCB Internet Trends D11Conference

@danlee888

WHY IS MOBILE CRITICAL?The most intimate

and personal channel we can

access.

Big Data: Location, Usage, Profile = data

driven marketer’s wet dream.

Deliver portable, rich brand

experiences, on demand.

@danlee888

HOW DO WE GET ONTO THE MOBILE?

CONVENIENCE & USEFULNESS

ENTERTAINMENTINTERRUPTION

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TRACK MY MACCA’S

@danlee888

TRACK MY MACCA’S

50% of Australian customers do not believe McDonalds uses good quality ingredients.

TrackMyMacca’s is an app that brings to life a personalised digital experience about the food you’re eating right now.

SOLUTIONPROBLEM

@danlee888

GET THE APP, SCAN THE BOX

@danlee888

AN INTERACTIVE DIGITAL STORY UNFOLDS...

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INTEGRATED MESSAGING TO BUILD BUZZ

Web / Facebook Page Influencer Seeding Mobile Ads

In store

Out of home

PR

@danlee888

MOBILE: CREATIVE INNOVATION TAKE OUTS

Customer expectations of mobile experiences

are SUPER HIGH - bring “magic”!

Doing mobile well takes a tremendous amount

of work: allocate extra time and budget. Test. Test. And test again.

Crossing digital and physical channels helps to build much more

powerful and memorable brand

experiences.

@danlee888

MOBILE: CREATIVE INNOVATION CHALLENGE

If you knew the location of your

customer, how would you communicate to them

differently?How can you offer increased

convenience and utility to your customers via

mobile?

WRAPPING UP

@danlee888

CREATIVE INNOVATION

NEEDED TO BEAT ATTENTIONITIS

RADICAL TRANSPARENCY

AS A COMMUNICATIONS

PHILOSOPHY

CROSSING DIGITAL & PHYSICAL

BOUNDARIES IN MOBILE FOR

IMPACT

@danlee888

3 C’S FOR CREATIVE INNOVATION

CATSCOURAGECHALLENGE

@danlee888

CONVICTIONCOURAGECHALLENGE

3 C’S FOR CREATIVE INNOVATION

@danlee888

CONVICTIONCOURAGECHALLENGE

3 C’S FOR CREATIVE INNOVATION

There is always a better way

Don’t kill a big idea to be safe

Sell in creative innovation at all levels

* Cats optional

@danlee888

QUESTIONS?

Daniel LeeDirector - Digital Projects APMEAMcDonald’s

@danlee888

http://sg.linkedin.com/in/daniellee888You have been upsized to

Japan’s Mega Potato.... it’s for sharing!!

@danlee888

THANK YOU