McDonald's, 'Burgergate,' pile-ons, ati kini gbogbo rẹ tumọ si fun awọn ami iyasọtọ ti nlọ siwaju
Ikẹhin, ti o dara julọ, ati itan nikan ti o nilo lati ka nipa McDonald's CEO burger ojola ti o gbọ ni ayika agbaye. Ni bayi, ẹnikẹni ti o tẹle awọn ami iyasọtọ pataki ti rii tabi gbọ nipa rẹ: Jijẹ kekere ti o lọ kaakiri agbaye.
Mewayz Team
Editorial Team
McDonald's mọ ohun ti o n ṣe gbogbo pẹlu 'Burgergate' ti ọsẹ yii
Ni ọsẹ yii, intanẹẹti bu jade lori ibeere ti o dabi ẹnipe o rọrun lati ifiweranṣẹ McDonald kan lori X (Twitter tẹlẹ): “Njẹ ṣibi McFlurry lailai ni ilọpo bi koriko?” Idarudapọ ti o tẹle, ti a pe ni ifẹ ti a pe ni 'Burgergate,' rii ami iyasọtọ naa ṣalaye pe rara, sibi naa ko ni itumọ rara fun sipping, ti o yori si ikun omi ti aigbagbọ, awọn memes, ati awọn ijẹrisi itara lati awọn 'sippers' igbesi aye. Lakoko ti ọpọlọpọ rii eyi bi aiṣedeede ile-iṣẹ iyalẹnu kan, wiwo isunmọ ṣe afihan kilasi oye kan ni titaja ode oni. McDonald's ko padanu iṣakoso ti alaye naa; o mọọmọ fi awọn bọtini fun awọn olugbo rẹ, o fihan pe o loye owo ti ọjọ ori oni-nọmba: ifaramọ otitọ.The Genius of Manufacturing Nostalgia ati Idarudapọ
McDonald's ko kọsẹ si ariyanjiyan yii; ó ṣe é. Ibeere akọkọ jẹ apẹrẹ pipe lati tẹ sinu pinpin, iranti iruju. Fun ewadun, awọn onibara ti lo nitootọ sibi ká ṣofo mu bi a eni, ṣiṣẹda kan ti ara ẹni, botilẹjẹ laigba aṣẹ, irubo. Nipa ṣiṣaro aimọkan ti iṣe ibigbogbo yii, McDonald's ṣẹda akoko 'Mandela Ipa' — ibeere apapọ ti otito. Idarudapọ ti iṣelọpọ yii jẹ tita goolu. O yi olumulo palolo pada si alabaṣe ti nṣiṣe lọwọ ti o ni rilara pe o fi agbara mu lati daabobo iranti wọn ati pin iriri wọn, ti n ṣe agbejade arọwọto Organic nla laisi dola media isanwo kan.
Gbigba Idarudapọ mọra: Lati Monolith Ajọ si Brand Relatable
Ni iṣaaju, ile-iṣẹ agbaye kan le ti ṣe atunṣe atunṣe lile lati ṣetọju iduroṣinṣin ami iyasọtọ. McDonald's ṣe idakeji. O leaned sinu Idarudapọ. Ẹgbẹ media awujọ ti ami iyasọtọ ti n ṣiṣẹ ni itara pẹlu awọn olumulo, n dahun pẹlu aigbagbọ ere ati imudara awọn memes funniest. Ọna yii ṣaṣeyọri ibi-afẹde to ṣe pataki: o jẹ ki ile-iṣẹ bilionu bilionu kan ni rilara eniyan ati ibaramu. Awọn ibaraẹnisọrọ je ko gun nipa kan ike ohun elo; o jẹ awada inu ti o pin laarin awọn miliọnu. Iru ibaraenisepo ojulowo yii n ṣe agbero iṣootọ ami iyasọtọ ti o munadoko diẹ sii ju ipolowo ibile eyikeyi lọ.
"Ibi-afẹde naa kii ṣe lati ṣe atunṣe ihuwasi, ṣugbọn lati ṣe ayẹyẹ awọn ọna alailẹgbẹ ti awọn alabara ti jẹ ki ami iyasọtọ wa jẹ apakan ti igbesi aye wọn. Ibaraẹnisọrọ Organic yẹn ko ni idiyele.”
Titan Sibi Ṣiṣu kan sinu Data Goldmine
Ni ikọja awọn memes ati ẹrin, Burgergate jẹ iṣẹlẹ ikojọpọ data ilana kan. Ifọrọwanilẹnuwo ti gbogbo eniyan ti o ni itara pese McDonald’s ni akoko gidi kan, iwo aibikita sinu awọn isesi ipilẹ alabara rẹ, awọn ayanfẹ, ati awọn asopọ ẹdun si ami iyasọtọ naa. Eyi jẹ alaye ti ko niyelori. Nimọye awọn nuanced wọnyi, awọn ihuwasi aiṣedeede le ni agba ohun gbogbo lati idagbasoke ọja iwaju si awọn ipolongo titaja. O jẹ olurannileti pe ni iwoye ode oni, gbogbo ibaraenisepo alabara jẹ orisun ti o pọju ti oye.Asopọ Mewayz: Awọn ibaraẹnisọrọ Brand Orchestrating
Lakoko ti ipaniyan McDonald dabi ẹnipe aisi akitiyan, ṣiṣakoso iru ibigbogbo, ibaraẹnisọrọ Organic nilo oye ti oye ti awọn aaye ifọwọkan oni-nọmba. Eyi ni ibiti OS iṣowo apọjuwọn bii Mewayz di pataki. Mewayz ngbanilaaye ami iyasọtọ kan lati ṣe isọdọkan ajọṣepọ media awujọ rẹ, esi alabara, ati awọn atupale data sinu ẹyọkan, dasibodu iṣẹ ṣiṣe.
- Tẹtisilẹ Awujọ Iṣọkan: Tọpinpin awọn ami iyasọtọ ati itara lori gbogbo awọn iru ẹrọ ni akoko gidi lati ṣe idanimọ awọn aṣa ti n yọ jade bi Burgergate bi wọn ṣe ṣẹlẹ.
- Ibaṣepọ Aarin: Fi agbara fun ẹgbẹ rẹ lati dahun ni iyara ati ni igbagbogbo, titan awọn rogbodiyan ti o pọju si awọn ifaramọ rere.
- Data Synthesis: Yipada awọn akoko gbogun sinu data ti a ṣeto, ṣe iranlọwọ fun ọ lati loye 'idi' lẹhin ihuwasi alabara.
- Agile Ipolongo Iṣakoso: Ni kiakia pivot awọn ilana titaja lati ṣe pataki lori akiyesi gbogun ti airotẹlẹ, gẹgẹ bi ti McDonald ti ṣe.
McDonald loye pe ọja gidi kii ṣe McFlurry, ṣugbọn ibaraẹnisọrọ ni ayika rẹ. Pẹlu iru ẹrọ bii Mewayz, iṣowo eyikeyi le kọ ẹkọ lati lo agbara yii, titan awọn ibaraenisọrọ alabara lojoojumọ sinu awọn akoko iṣelọpọ iyasọtọ ilana.
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Burgergate kii ṣe aṣiṣe; o jẹ kaadi ti o dun pupọ. McDonald's ṣe afihan pe ni akoko ti awọn ad-blockers ati akoonu akoonu, ohun elo titaja ti o lagbara julọ jẹ itan ti eniyan fẹ lati sọ fun ara wọn. Nipa sisọ ariyanjiyan lori ṣibi 25-cent, wọn ṣe agbejade ariwo diẹ sii ati itara rere ju ipolowo Super Bowl ti ọpọlọpọ-milionu dola kan le ra lailai. Wọn fi idi rẹ mulẹ pe awọn ami iyasọtọ ti yoo ṣe rere ni awọn ti o ni igboya lati jẹ ki awọn alabara wọn ṣe akọwe itan naa.Awọn ibeere Nigbagbogbo
McDonald's mọ ohun ti o n ṣe ni gbogbo igba pẹlu 'Burgergate' ti ọsẹ yii
Ni ọsẹ yii, intanẹẹti bu jade lori ibeere ti o dabi ẹnipe o rọrun lati ifiweranṣẹ McDonald kan lori X (Twitter tẹlẹ): “Njẹ ṣibi McFlurry lailai ni ilọpo bi koriko?” Idarudapọ ti o tẹle, ti a pe ni ifẹ ti a pe ni 'Burgergate,' rii ami iyasọtọ naa ṣalaye pe rara, sibi naa ko ni itumọ rara fun sipping, ti o yori si ikun omi ti aigbagbọ, awọn memes, ati awọn ijẹrisi itara lati awọn 'sippers' igbesi aye. Lakoko ti ọpọlọpọ rii eyi bi aiṣedeede ile-iṣẹ iyalẹnu kan, wiwo isunmọ ṣe afihan kilasi oye kan ni titaja ode oni. McDonald's ko padanu iṣakoso ti alaye naa; o mọọmọ fi awọn bọtini fun awọn olugbo rẹ, o fihan pe o loye owo ti ọjọ ori oni-nọmba: ifaramọ otitọ.Oloye ti Nostalgia iṣelọpọ ati Idarudapọ
McDonald's ko kọsẹ si ariyanjiyan yii; ó ṣe é. Ibeere akọkọ jẹ apẹrẹ pipe lati tẹ sinu pinpin, iranti iruju. Fun ewadun, awọn onibara ti lo nitootọ sibi ká ṣofo mu bi a eni, ṣiṣẹda kan ti ara ẹni, botilẹjẹ laigba aṣẹ, irubo. Nipa ṣiṣaro aimọkan ti iṣe ibigbogbo yii, McDonald's ṣẹda akoko 'Mandela Ipa' — ibeere apapọ ti otito. Idarudapọ ti iṣelọpọ yii jẹ tita goolu. O yi olumulo palolo pada si alabaṣe ti nṣiṣe lọwọ ti o ni rilara pe o fi agbara mu lati daabobo iranti wọn ati pin iriri wọn, ti n ṣe agbejade arọwọto Organic nla laisi dola media isanwo kan.
Gbigba Idarudapọ mọra: Lati Monolith Ajọ si Brand Relatable
Ni iṣaaju, ile-iṣẹ agbaye kan le ti ṣe atunṣe atunṣe lile lati ṣetọju iduroṣinṣin ami iyasọtọ. McDonald's ṣe idakeji. O leaned sinu Idarudapọ. Ẹgbẹ media awujọ ti ami iyasọtọ ti n ṣiṣẹ ni itara pẹlu awọn olumulo, n dahun pẹlu aigbagbọ ere ati imudara awọn memes funniest. Ọna yii ṣaṣeyọri ibi-afẹde to ṣe pataki: o jẹ ki ile-iṣẹ bilionu bilionu kan ni rilara eniyan ati ibaramu. Awọn ibaraẹnisọrọ je ko gun nipa kan ike ohun elo; o jẹ awada inu ti o pin laarin awọn miliọnu. Iru ibaraenisepo ojulowo yii n ṣe agbero iṣootọ ami iyasọtọ ti o munadoko diẹ sii ju ipolowo ibile eyikeyi lọ.
Titan Sibi Ṣiṣu kan sinu Data Goldmine kan
Ni ikọja awọn memes ati ẹrin, Burgergate jẹ iṣẹlẹ ikojọpọ data ilana kan. Ifọrọwanilẹnuwo ti gbogbo eniyan ti o ni itara pese McDonald’s ni akoko gidi kan, iwo aibikita sinu awọn isesi ipilẹ alabara rẹ, awọn ayanfẹ, ati awọn asopọ ẹdun si ami iyasọtọ naa. Eyi jẹ alaye ti ko niyelori. Nimọye awọn nuanced wọnyi, awọn ihuwasi aiṣedeede le ni agba ohun gbogbo lati idagbasoke ọja iwaju si awọn ipolongo titaja. O jẹ olurannileti pe ni iwoye ode oni, gbogbo ibaraenisepo alabara jẹ orisun ti o pọju ti oye.Asopọ Mewayz: Awọn ibaraẹnisọrọ Brand Orchestrating
Lakoko ti ipaniyan McDonald dabi ẹnipe aisi akitiyan, ṣiṣakoso iru ibigbogbo, ibaraẹnisọrọ Organic nilo oye ti oye ti awọn aaye ifọwọkan oni-nọmba. Eyi ni ibiti OS iṣowo apọjuwọn bii Mewayz di pataki. Mewayz ngbanilaaye ami iyasọtọ kan lati ṣe isọdọkan ajọṣepọ media awujọ rẹ, esi alabara, ati awọn atupale data sinu ẹyọkan, dasibodu iṣẹ ṣiṣe.
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Boya o nilo CRM, risiti, HR, tabi gbogbo awọn modulu 208 - Mewayz ti bo. Awọn iṣowo 138K+ ti ṣe iyipada tẹlẹ.
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