Twitter is Lovin’ McDonald’s Super Bowl Campaign

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What do a wheelbarrow full of Doritos, designer sandals, a trip to Ecuador and a $1,000 Victoria Secret gift card have in common? These were a few prizes offered on McDonald’s Twitter account during the Big Game.

Last Sunday evening, Twitter users were lovin’ McDonald’s Super Bowl campaign. Their winning idea: to give away every advertised product during the Super Bowl, after the ad airs, by offering it through a live tweet from McDonald’s twitter account.

McDonald’s is Lovin’ the Super Bowl 

To start off the evening, McDonald’s aired their Super Bowl commercial, “Lovin’ Pays,” an ad that pulled on its viewer’s heartstrings. Their commercial’s concept was simple: pay for a McDonald’s meal with love. A customer who visits McDonald’s, between February 2nd and February 14th, has the opportunity to be selected to pay for their meal with acts of love–like a family hug or calling their mother to say “I love you”.

However, the stunt that won the evening was McDonald’s clever Twitter strategy. Designed to compliment their Super Bowl ad, each tweet shows McDonald’s lovin’ to each Super Bowl ad aired after. Using real-time tweets for each broadcasted ad, such as Jublia and Doritos, McDonald’s Twitter account blasted funny, up- to-the-minute tweets and giveaways for its followers.

 

The success that ensued was enough for Twitter to crown Mc Donald’s as “The Best of the Super Bowl.”

According to the McDonald’s U.S. Chief Marketing Officer, Deborah Wahl, “[McDonald’s] feels that this is a different way of approaching marketing and ‘start[ing] a dialog’ with consumers.” She explains that the company was looking to find new ways to engage with customers in a meaningful manner.

So what can we learn from a corporate giant, such as McDonald’s? For starters, McDonald’s Twitter stunt is legendary. Through careful preparation, rehearsals, and legal approval, McDonald’s created real-time interactions with its fans; and in a matter of hours, generated 1.2 million re-tweets and 25,000 new followers. Now, that’s the power of lovin’ what you do.

 

Ellen Handa
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