McDonald's, 'Burgergate,' mirwi, uye zvazvinoreva kune mabhureki anoenda kumberi

McDonald's aiziva zvayanga ichiita pamwe chete nesvondo rino 'Burgergate'

Vhiki rino, internet yakaputika pamusoro pemubvunzo waiita seuri nyore kubva kuMcDonald's post paX (yaimbova Twitter): "Ko McFlurry spoon yakambopeta seshanga?" Mhirizhonga yakatevera, yakadanwa nerudo kuti 'Burgergate,' yakaona brand ichijekesa kuti aiwa, chipunu hachina kumboitirwa kunwa, zvichikonzera mafashama ekusatenda, memes, uye humbowo hwerudo kubva kune hupenyu hwese 'sippers.' Nepo vazhinji vaiona izvi sezvisizvo zvisingaite, kunyatsotarisisa kunoburitsa masterclass mukushambadzira kwemazuva ano. McDonald's haana kurasikirwa nekutonga kwerondedzero; yakapa nemaune makiyi kune vateereri vayo, zvichiratidza kuti inonzwisisa mari yezera redhijitari: kubatanidzwa kwechokwadi.

Iyo Genius yeKugadzira Nostalgia uye Kuvhiringidzika

McDonald's haina kugumburwa mugakava iri; ndiyo yakagadzira. Mubvunzo wekutanga wakanyatsogadzirwa kuti ubate mune yakagovaniswa, isinganzwisisike ndangariro. Kwemakumi emakore, vatengi vakanyatsoshandisa chipunu chine mhango semashanga, vachigadzira munhu, kunyangwe zvisiri pamutemo, tsika. Nekunyepedzera kusaziva tsika iyi yakapararira, McDonald's yakagadzira 'Mandela Effect' nguva-mubvunzo wakaungana wechokwadi. Iyi nyonganiso yakagadzirwa iri kutengesa goridhe. Inoshandura mutengi asingaite kuti ave mutori wechikamu anoshanda anonzwa achimanikidzwa kudzivirira ndangariro yavo uye kugovera ruzivo rwavo, ichigadzira yakakura yekusvikika pasina kana imwe inobhadharwa media dhora.

Kumbundira Mhirizhonga: Kubva kuCorporate Monolith kuenda kune Relatable Brand

Kare, mubatanidzwa wepasi rose ungadai wakapa gadziriso yakaoma kuti ichengetedze kuenderana kwemhando. McDonald's akaita zvinopesana. Yakazembera munyonganyonga. Iyo brand's social media timu yakabatana nevashandisi, ichipindura nekutamba kusatenda uye nekusimudzira memes anosekesa. Maitiro aya akazadzisa chinangwa chakakosha: chakaita kuti kambani yemabhiriyoni emadhora inzwe munhu uye ine hukama. Hurukuro yakanga isisiri pamusoro pemudziyo wepurasitiki; yakanga iri jee remukati rakagoverana pakati pemamiriyoni. Iyi mhando yekudyidzana kwechokwadi inovaka kuvimbika kwemhando zvakanyanya kupfuura chero kushambadzira kwechinyakare.

"Chinangwa chaive chisiri chekugadzirisa maitiro, asi kupemberera nzira dzakasiyana dzakaitwa nevatengi kuti brand yedu ive chikamu chehupenyu hwavo. Iyo organic nhaurirano yakakosha."

Kushandura Chipunu chePlastiki kuita Dhadhadhadhi yeData

Kupfuura memes nekuseka, Burgergate yaive chirongwa chekuunganidza data. Hurukuro yeruzhinji yakadzama yakapa McDonald's yenguva-chaiyo, isina kucheneswa kutarisisa kwayo mutengi maitiro, zvaunofarira, uye hukama hwemanzwiro kune mhando. Aya mashoko akakosha. Kunzwisisa idzi nuanced, hunhu husina kukonzeresa hunogona kukanganisa zvese kubva mune remangwana chigadzirwa kusimudzira kusvika kumishandirapamwe yekushambadzira. Chiyeuchidzo chokuti mumamiriro ezvinhu anhasi, kudyidzana kwese kwevatengi kunogona kupa njere.

Kubatanidza kweMewayz: Kuronga Nhaurirano dzeChiremera

Nepo kuuraya kwaMcDonald kwaiita sekusina basa, kutonga kupararira kwakadai, organic kutaurirana kunoda kunzwisisa kwakadzama kwedigital touchpoints. Apa ndipo panove nemodular bhizinesi OS seMewayz inova yakakosha. Mewayz inobvumira brand kuti ibatanidze kuita kwayo pasocial media, mhinduro dzevatengi, uye analytics yedata kuita dashboard imwe chete, inoshanda.

• Kuteerera Kwakabatana Kwekuteerera: Tevedzera zvinotaurwa nemhando uye manzwiro papuratifomu dzese munguva chaiyo kuti uone zvirikuitika seBurgergate sezvazvinoitika.
• Centralized Engagement: Simbisa chikwata chako kuti chipindure nekukasira uye nguva dzose, kushandura matambudziko angangove kudyidzana kwakanaka.
• Data Synthesis: Shandura nguva dzehutachiona kuva data yakarongeka, zvichikubatsira kunzwisisa 'sei' seri kwemaitiro evatengi.
• Agile Campaign Management: Kurumidza pivot nzira dzekushambadzira kuti uwane mari pakutariswa kwehutachiona husingatarisirwe, sezvakaita McDonald's.

McDonald's akanzwisisa kuti chigadzirwa chaicho chaive chisiri cheMcFlurry, asi nhaurirano yakatenderedza. Nepuratifomu yakaita seMewayz, chero bhizinesi rinogona kudzidza kushandisa simba iri, kushandura kusangana kwevatengi kwemazuva ese kuita nguva dzehunyanzvi dzekuvaka brand.

Mhedziso: Hapana Chakadai seKushambadzira Kwakashata

Burgergate yanga isiri kukanganisa; raive kadhi rakatambwa zvine hungwaru. McDonald's yakaratidza kuti munguva ye-ad-blockers uye kuzara kwemukati, chishandiso chine simba kwazvo chekushambadzira inyaya iyo vanhu vanoda kuzvitaurira. Nekumutsa gakava pamusoro pechipunu chemakumi maviri neshanu, vakaburitsa ruzha uye manzwiro akanaka kupfuura ad emamiriyoni emadhora eSuper Bowl angambotenga. Vakaratidza kuti mhando dzichabudirira ndedziya dzakashinga kuti vatengi vavo vanyore nyaya.

Mibvunzo Inowanzo bvunzwa

McDonald's aiziva zvayanga ichiita pamwe chete nesvondo rino 'Burgergate'

Vhiki rino, internet yakaputika pamusoro pemubvunzo waiita seuri nyore kubva kuMcDonald's post paX (yaimbova Twitter): "Ko McFlurry spoon yakambopeta seshanga?" Mhirizhonga yakatevera, yakadanwa nerudo kuti 'Burgergate,' yakaona brand ichijekesa kuti aiwa, chipunu hachina kumboitirwa kunwa, zvichikonzera mafashama ekusatenda, memes, uye humbowo hwerudo kubva kune hupenyu hwese 'sippers.' Nepo vazhinji vaiona izvi sezvisizvo zvisingaite, kunyatsotarisisa kunoburitsa masterclass mukushambadzira kwemazuva ano. McDonald's haana kurasikirwa nekutonga kwerondedzero; yakapa nemaune makiyi kune vateereri vayo, zvichiratidza kuti inonzwisisa mari yezera redhijitari: kubatanidzwa kwechokwadi.

Iyo Genius yeKugadzira Nostalgia uye Kuvhiringidzika

McDonald's haina kugumburwa mugakava iri; ndiyo yakagadzira. Mubvunzo wekutanga wakanyatsogadzirwa kuti ubate mune yakagovaniswa, isinganzwisisike ndangariro. Kwemakumi emakore, vatengi vakanyatsoshandisa chipunu chine mhango semashanga, vachigadzira munhu, kunyangwe zvisiri pamutemo, tsika. Nekunyepedzera kusaziva tsika iyi yakapararira, McDonald's yakagadzira 'Mandela Effect' nguva-mubvunzo wakaungana wechokwadi. Iyi nyonganiso yakagadzirwa iri kutengesa goridhe. Inoshandura mutengi asingaite kuti ave mutori wechikamu anoshanda anonzwa achimanikidzwa kudzivirira ndangariro yavo uye kugovera ruzivo rwavo, ichigadzira yakakura yekusvikika pasina kana imwe inobhadharwa media dhora.

Kumbundira Mhirizhonga: Kubva kuCorporate Monolith kuenda kune Relatable Brand

Kare, mubatanidzwa wepasi rose ungadai wakapa gadziriso yakaoma kuti ichengetedze kuenderana kwemhando. McDonald's akaita zvinopesana. Yakazembera munyonganyonga. Iyo brand's social media timu yakabatana nevashandisi, ichipindura nekutamba kusatenda uye nekusimudzira memes anosekesa. Maitiro aya akazadzisa chinangwa chakakosha: chakaita kuti kambani yemabhiriyoni emadhora inzwe munhu uye ine hukama. Hurukuro yakanga isisiri pamusoro pemudziyo wepurasitiki; yakanga iri jee remukati rakagoverana pakati pemamiriyoni. Iyi mhando yekudyidzana kwechokwadi inovaka kuvimbika kwemhando zvakanyanya kupfuura chero kushambadzira kwechinyakare.

Kushandura Chipunu chePlastiki kuita Dhadhadhadhi yeData

Kupfuura memes nekuseka, Burgergate yaive chirongwa chekuunganidza data. Hurukuro yeruzhinji yakadzama yakapa McDonald's yenguva-chaiyo, isina kucheneswa kutarisisa kwayo mutengi maitiro, zvaunofarira, uye hukama hwemanzwiro kune mhando. Aya mashoko akakosha. Kunzwisisa idzi nuanced, hunhu husina kukonzeresa hunogona kukanganisa zvese kubva mune remangwana chigadzirwa kusimudzira kusvika kumishandirapamwe yekushambadzira. Chiyeuchidzo chokuti mumamiriro ezvinhu anhasi, kudyidzana kwese kwevatengi kunogona kupa njere.

Kubatanidza kweMewayz: Kuronga Nhaurirano dzeChiremera

Nepo kuuraya kwaMcDonald kwaiita sekusina basa, kutonga kupararira kwakadai, organic kutaurirana kunoda kunzwisisa kwakadzama kwedigital touchpoints. Apa ndipo panove nemodular bhizinesi OS seMewayz inova yakakosha. Mewayz inobvumira brand kuti ibatanidze kuita kwayo pasocial media, mhinduro dzevatengi, uye analytics yedata kuita dashboard imwe chete, inoshanda.