@danlee888 UPSIZE ME: SERVING CREATIVE INNOVATION WITH FRIES DANIEL LEE DIRECTOR - DIGITAL PROJECTS APMEA, McDONALD’S
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@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
@danlee888
ALMOST 70 YEARS OF BUYING ATTENTION
@danlee888
WHO IS MCDONALD’S?
75 1 Billion 18
@danlee888
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
@danlee888
PLANNING: RESPONSE MODEL
@danlee888
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
@danlee888
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...
@danlee888
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
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