Christmas Commercials that Connect: McDonald’s

Happy Holidays from READY FOR MEDIA and Tim Nudd, creative editor of ADWEEK, who has rated 30 of the best holiday commercials of 2017, http://www.adweek.com/creativity/see-all-the-big-holiday-ads-of-2017/, As our gifts to you, we have summarized a few of our choices in a series of holiday blogs: Christmas Commercials that Connect.

Our award for “Best New Product Introduction” goes to McDonald’s campaign, get #ReindeerReady from Leo Burnett/London. In introducing a packet of carrot sticks that can be substituted for French fries in your child’s Happy Meal, this fast food franchise gives a nod to a healthier alternative than leaving cookies for Santa.

Photo Courtesy of McDonald’s

“Our campaign focuses on the anticipation, excitement and little moments of magic the run-up to Christmas brings,” says Emily Somers, vp of marketing and food development at McDonald’s U.K. “It’s one little girl’s preparation for the big day (by saving a carrot stick from her Happy Meal) ‘for the reindeer.’”

Of course, things go temporarily south when her older brother makes a startling revelation— there’s more than one reindeer and she’s saved just one carrot stick. That becomes a pretext for yet another visit to McD’s, for more carrots with a tired Dad who attempts to also order “a cheeseburger for Father Christmas.”

The ad was preceded by 10-second teasers featuring reindeer-ready carrots, now being promoted on the McDonald’s website as “deliciously crunchy reindeer treats.”

Taking full advantage of social media, the story will also be told on Snapchat, where users can unlock a branded Reindeer Face Lens and a game called “Carrot Run.” You can unlock the hub by scanning Snapcodes on McDonald’s Christmas packaging. Free packs of “reindeer treats” will also be shared with families in restaurants, begging the question, Are you #ReindeerReady?”

“As children with one goal in mind—pleasing the man who holds the Naughty/Nice list—the question had never even occurred to us. But in these more inclusive times, it’s probably bad form indeed to think only of the saint … and not his hardworking fleet.”

 

 

 

 

How to Avoid #Hashtag Hazards

The hashtag, when used correctly, can reach a broader group of people than those who follow you on Twitter or connect with you on LinkedIn. It facilitates branding and allows companies to create catchy slogans motivating audiences to remember and to respond.

However, the hashtag is more complicated than just throwing a few words together. Here are a few basic tips to consider when using the #.

At READY FOR SOCIAL MEDIA, we coach:

#KnowYourMarket

Charmin hashtag #TweetFromTheSeat

#TweetFromTheSeat, Charmin’s irreverent hashtag is often talked about in marketing circles for one very good reason. It successfully makes something as unglamorous as toilet paper fun, approachable, and appealing to young people. Not an easy feat.

Here’s how it works. The company’s official Twitter account posts funny quips with the hashtag, and encourages users to do the same. Research shows that 40% of people aged 18-24 use social media in the bathroom, giving them a reason to engage with an otherwise strictly utilitarian product.

It’s working too – how else would you explain a toilet paper brand having over 68 thousand followers on Twitter?

#RememberThatCapitalizationMatters

A hash-tagged phrase that lacks capital letters allows the reader to misinterpret your meaning,

#Nowthatcherisdead was mistakenly interpreted by many who began to eulogize Cher.

#ImagineTheResponses

Social media, particularly Twitter, is a platform for users to speak their minds. Before you choose your hashtag, think about the positive and negative responses that will be sparked. If a hashtag is too broad or controversial, your message may be mocked.

#QantasLuxury. Not widely known for its great customer service or luxuriousness, Aussie airline Qantas’ social media team made a big mistake. They asked customers to enter a competition by sharing their experiences just one day after the airline grounded their fleet and locked out staff for 48 hours over a union dispute about pay. Disgruntled staff and customers took to Twitter in full irony mode!

#KeepItRelevant

Every brand, team, or company has a mission. Whether it is to sell products, win games, or recruit followers. It’s important to align the # with your product or service. Even though something may be a good cause, it may not directly apply to your purpose or product.

#RaceTogether. Starbucks launched this hashtag in an effort to raise awareness for the country’s racial divide. They printed the new hashtag on every cup of joe. Unfortunately, this # message did not apply to coffee. And while the brand’s intentions were clearly for justice, they missed the mark in getting involved.

Always remember to #Wisely.