A Review of “Marketing a Global Brand on a Local Level,” presented by Mark Carlson, Senior Creative Director, McDonald’s Marketing
The world’s most famous drive-thru is looking to spend more time with their customers… online. Mark Carlson explained that one of McDonald’s current initiatives is to beef up their digital presence. From 2005 to 2010, McDonald’s website was heavy on images of satisfied customers and excessive copy about the brand. The new site uses interactive campaigns and digital promotions to engage and educate the user. This includes a sandwich customization and calorie count function, “spin art” games, and the ever-popular Monopoly game, which is now playable online and in-store.
Carlson didn’t divulge much information on marketing a global brand on a local level, but he did show some examples of local print and TV spot travesties that challenge McDonald’s brand consistency. With over 200 agencies handling their promotional materials, brand damage control is a huge concern. McDonald’s provides each location with a variety of ad resources, including photos, footage, full commercials, and radio spots, but making sure that these materials are used in a brand-conscious fashion is a constant effort.
Although light on information, the presentation was full of MickeyD’s love. Retracing the brand’s development since the 1950’s was an interesting look into the evolution of advertising and the ways a brand can adapt to the times. McDonald’s marketing has always placed emphasis on the human condition, featuring mushy ads with sparsely-toothed children or chubby, balding celebrities. Albeit, the “i’m lovin’ it” campaign is successfully in its 8th year, confirming that the global human family is, in fact, lovin’ it.
For more photos of Mark Carlson’s presentation, visit our Facebook page or contact us. Thanks to Miami Science Museum for hosting the event and the South Florida Interactive Marketing Association (SFIMA) for putting it on.