Failure of McD campaign and Success of Old Spice campaign

2. Integrated Marketing Communication (IMC) is the
application of consistent brand messaging across both
traditional and non-traditional marketing channels and using
different promotional methods to reinforce each other.
IMC was developed mainly to address the need for businesses
to offer clients more than just standard advertising.
Business Dictionary Online, 2014

3. Components of IMC
• IMC weaves diverse aspects of business and marketing
together. These include:
• Organizational culture
The organization's vision and mission, Attitudes and behaviors
of employees & partners Communication within the company
• Four C's
Consumer, Cost, Convenience, Communication
• Advertising
- Broadcasting/mass advertising: broadcasts, print,
internet advertising, radio, television commercials
- Outdoor advertising: billboards, street furniture,
stadiums, rest areas, subway advertising, taxis, transit
The American Marketing Association,2014.

4. - Online advertising: mobile advertising, email ads, banner
ads, search engine result pages, blogs, newsletters, online
classified ads, media ads
• E-commerce
Search engine optimization (SEO), Search engine marketing
(SEM), Mobile Marketing, Email marketing, Content
marketing, Social Media (Facebook, Twitter, LinkedIn, Google
+, Foursquare, Pinterest, YouTube, Wikipedia, Instagram)
• Sales & customer service
Sales materials (sell sheets, brochures,
presentations)Installation, customer help, returns & repairs,
billing
• Public Relations
Special events, interviews, conference speeches, industry
awards, press conferences, testimonials, news releases,
publicity stunts, community involvement, charity.
The American Marketing Association,2014.

5. Contests, coupons, product samples (freebies), premiums,
prizes, rebates, special events
• Trade shows
Booths, product demonstrations
• Corporate philanthropy
Donations, volunteering, charitable actions
• Direct marketing: direct mail, telemarketing, catalogues,
shopping channels, internet sales, emails, text messaging,
websites, online display ads, fliers, catalogue distribution,
promotional letters, outdoor advertising, telemarketing,
coupons, direct mail, direct selling, grassroots/community
marketing, mobile
The American Marketing Association,2014.

6. The Importance of Integrated
Marketing Communications.

7. • Results
- In the traditional approach to marketing communications,
businesses and their agencies plan separate campaigns for
advertising, press relations, direct marketing and sales promotions.
- Integrated campaigns use the same communication tools to
reinforce each other and improve marketing effectiveness. In an
integrated campaign, you can use advertising to raise awareness of
a product and generate leads for the sales force.
- By communicating the same information in press releases and
feature articles, the messages in the advertising are enforced. Then
direct mail or email can be used to follow up inquiries from the
advertising or press campaigns and to provide prospects with more
information.
- To help convert those prospects to customers, telemarketing is
used to sell directly or make appointments for the sales team.
The American Marketing Association,2014.

8. • Creative Consistency
- In an integrated campaign, the different tools feature the same
creative treatment.
- By repeating the headlines, key phrases and images in each
communication, you ensure that prospects and customers receive
consistent messages each time they see one of the elements of the
campaign.
- Creative consistency helps reinforce the basic campaign
themes by increasing the number of times prospects see or hear
the same message.
The American Marketing Association,2014.

9. • Cost Savings
- Creative consistency in integrated campaigns can save money.
- By using the same images and adapting the same copy for
different media, copy-writing, design and photography costs can be
reduced.
- While working with external communications suppliers,
agency fees expense can be reduced by working with a single firm
that offers integrated communications services, rather than
separate specialist agencies.
The American Marketing Association,2014.

10. McDonald’s Campaign Failure

11. McDonald’s IMC campaign failure
• In January, 2012 McDonald's launched a Twitter campaign
using the hashtags #McDStories and #MeetTheFarmers; it was
hoping that the former hashtag would inspire heart-warming
stories about Happy Meals.
• The tweets went live on Jan. 18, reading:
- 'When u make something w/pride, people can taste it.’
- ‘McD potato supplier and some of the hard-working people
dedicated to providing McDs with quality food every day with
intentions to shed light on the farmers who curate the fresh
produce used in the fast food chain.’
Forbes, 2012

12. • Both tweets included the sponsored Twitter hash tag,
#McDStories, as an outlet for those to share their tales. The
plan, however, backfired.
• It attracted snarky tweets and McDonald’s detractors who
turned it into a #bashtag to share their #McDHorrorStories.
• “Within an hour, we saw that it wasn't going as planned”,
McDonald's social media director Rick Wion told
PaidContent.org. “It was negative enough that we set about a
change of course.”
Forbes, 2012

13. • Almost immediately after, Twitter users took the opportunity
to slam the brand, with outbursts that McDonald's uses pig
meat from gestation crates, makes the person vomit and
detailing contaminants found in the food.
• While Wion said he expected an array of responses from both
fans and detractors, the social media fail proved hard for the
company to control.
• As Twitter continues to evolve its platform and engagement
opportunities, we're learning from our experiences, he said,
noting the company rid of the #McDStories hash tag
altogether. The #MeetTheFarmers hash tag is still in place and
has received a balanced mix of criticism and favorable
comments.
The Huffington Post, 2012

14. • @Muzzafuzza: I haven't been to McDonalds in years,
because I'd rather eat my own diarrhea.
• @None_0ther: Dude said he found a roach on his sandwich
• @SkipSullivan: One time I walked into McDonalds and I could
smell Type 2 diabetes floating in the air and I threw up.
• @Cate_Storm: I just read that McDonalds chicken nuggets
have a foaming agent in them, similar to products used for
building materials.
• @vegan: My memories of walking into a McDonald's: the
sensory experience of inhaling deeply from a freshly-opened
can of dog food.
• @Undateable_Girl: Paid for my food but almost left cause I
was high and convinced that the workers called the cops and
were using my food as bait
• @DigitalStokes: I used to like McDonalds. I stopped eating
McDonalds years ago because every time I ate it I felt like I
was dying inside. The Huffington Post, 2012

15. Old Spice Campaign Success

16. Old Spice’s 2010 campaign featuring the handsome, witty and
chisel-chested Old Spice Guy (former NFL wide receiver Isaiah
Mustafa) launched just prior to the 2010 Superbowl and
quickly became a viral video sensation.
Despite not airing during Superbowl, the ad was one
of the most talked about commercials and helped to ignite
Old Spice sales during a period of intense competitive activity.
To further build buzz, Old Spice invited consumers to submit
questions via Twitter and Facebook to be answered personally
by the Old Spice Guy.
Forbes, 2010

17. • More than 2,000 people sent questions and in a 48-hour
period.
• Nearly 200 personalized video responses were created and
posted to YouTube, including those to Digg co-founder Kevin
Rose, Ashton Kutcher, Alyssa Milano and ABC anchor George
Stephanopoulos, setting new benchmarks for consumer
engagement and sparking another viral hit.
• The “response” videos have been viewed more than 46
million times. In fact, in the first 24 hours they were viewed in
the U.S. more times on YouTube than President Obama’s 2008
election-night acceptance speech.
Forbes, 2010

18. • Nearly 105 million YouTube views of the campaign.
• 1.2 billion earned media impressions, including features on
national broadcast networks and international media outlets.
• 2700% increase in Twitter followers.
• 800% increase in Facebook fan interaction.
• 300% increase in traffic to http://oldspice.com.
• Old Spice has become the #1 Most Viewed.
• Sponsored YouTube Channel
Forbes, 2010

19. The campaign later received the industry’s highest honor, the
Cannes Lions Film Grand Prix, where judges noted it “overnight
wove its way into popular culture” and was nominated for an
Emmy award.
The campaign had a significant impact on Old Spice sales,
both for body wash and the overall franchise. Old Spice,
month over month strengthened its market position, and
became the number one brand of body wash and deodorant
in both sales and volume with growth in the high
single/double digits.
Forbes, 2010
Bottom Line

20. Referencing
• #McDStories: When A Hashtag Becomes A Bashtag - Forbes. 2014.#McDStories:
When A Hashtag Becomes A Bashtag - Forbes. [ONLINE] Available
at: http://www.forbes.com/sites/kashmirhill/2012/01/24/mcdstories-when-a-hashtag-
becomes-a-bashtag/. [Accessed 26 November 2014].
• McDonald’s #McDStories Twitter Campaign is an Epic Fail, Best (and Worst)
Tweets. 2014. McDonald’s #McDStories Twitter Campaign is an Epic Fail, Best (and
Worst) Tweets. [ONLINE] Available at:http://www.ibtimes.com/mcdonalds-mcdstories-
twitter-campaign-epic-fail-best-worst-tweets-399910. [Accessed 26
November 2014].
• McDonald's #McDStories Twitter Campaign Fails. 2014. McDonald's #McDStories
Twitter Campaign Fails. [ONLINE] Available
at:http://www.huffingtonpost.co.uk/2012/01/24/mcdonalds-mcdstories-twitter-campaign-
fails-_n_1226811.html. [Accessed 26 November 2014].
• Old Spice[ONLINE] Available at:
https://www.pg.com/en_US/downloads/innovation/factsheet_OldSpice.pdf.
[Accessed 26 November 2014].