Recently, Think Media Labs started working with McDonaldâ€™s across 26 branches nationwide where it unified digital storefront, complied with global and local brand requirements, and integrated Social Media in business process (marketing, sales, operation,â€¦)
Our latest project with McDonaldâ€™s was a competition titled â€œOrder, Eat, Snap, Upload, Vote.â€ The terms and conditions of this competition were as follows: â€¢ Order one of our new Tastes of the World meals, where each three weeks a new Burger flavor was introduced, starting with the Mexican, followed by the French and finally the Asian. â€¢ Take a picture wearing McDonaldâ€™s mustache in front of the â€œTastes of the Worldâ€ backdrop or with the meal. â€¢ Upload the picture to the McDonaldâ€™s Lebanon Photo Contest Application. â€¢ Get at least 10 votes to be qualified. â€¢ Every 10 votes you get increase your chances in the draw to win a trip for two to Mexico, France or Malaysia. This completion took place over 9 weeks from March 27 until June 17. Our Social Media analysis showed 300% growth in their Facebook page along with this campaign. Our work was so precise and well- done, where we worked on observing the customersâ€™ behaviors in the stores, Â providing immediate response all the time, creating a mobile friendly Facebook App and generating a dynamic content adjustment. Our business team studies and follow up along with our online community were able to tell us whatâ€™s going on. Mexican and Asian burgers were sold out in 1 week each (Versus planned three weeks campaigns) and customers were instantly claiming on Facebook how much they want to participate, so we had a backup plan and we updated the terms and conditions to accommodate the new situation.
One remarkable competitor is a 10-year-old boy named Joey Audi, we called him â€œOur Devoted Fan.â€™â€™ Joey entered the competition to win a trip to Mexico. To gain more votes on his photo, he created a Facebook page and named it â€œVote for Joeyâ€. On his page, he created and shared a video montage to show how bad he wanted to win the trip. But Joey lost. McDonaldâ€™s Lebanon couldnâ€™t leave Joey sad, so they invited him for a flight over Lebanon. Joey was so happy with McDonaldâ€™s offer that he changed his pageâ€™s name to â€œJoey’s Dreams come true Fly around Lebanonâ€ and created and shared the video â€œThanks McDonaldâ€™sâ€ to express his excitement for the trip. And finally, to describe his gratitude and acknowledgments to McDonaldâ€™s, Joey created one last video â€œMcDonaldâ€™s Flightâ€ where he shared his wonderful experience. At Think Media Labs we reward usersâ€™ initiatives, even if not strictly compliant with the terms and conditions.