A free cookie behind that there you don't know marketing Heart Sutra

What can a cone bring to consumers? Maybe it's a good taste, and what does a free cone bring? In fact, coupons or free to try this form of marketing in the fast-food industry is not uncommon, and how the consumer has been immune to this time, so that marketing activities out of the siege?

A free cookie behind the heart, there is no marketing mind you know.

With a sweet bucket of rescue link once O2O marketing

"When you are on the road, suddenly the mobile phone map app reminds you that McDonald's has new products in the vicinity, according to its recommended route, within the specified time to reach the nearest dessert station, you can get a free cherry blossom cone. This is the McDonald's "Cherry Blossom Sweet barrel run cool 0 yuan Rob" the final presentation form.

In such a seemingly simple marketing process, in detail has been a relatively complete O2O marketing activities.

The first is based on lbs positioning information push. As a foundation of this marketing activity, the map application based on LBS has played a most initial function of McDonald's activity push.

Next is the integrated marketing of the activities under the line. In this event is not pushed a simple entry URL of the push, but in the form of coupons to push the information. Through offline consumption to achieve both online and offline two-way detonation.

Finally, the mobile end of the consumer interaction transformation. One of the most prominent performance of this free offer is to present the simple promotional activities through an offline game. Based on the course Navigation game Interactive form, to deduce a user and McDonald's new-"Cherry blossom cone" of the "race." Greatly enhance the gaming of the preferential activities and enhance the user experience.

Behind a cherry blossom cone

As a McDonald's cone ice cream and other chips snacks, for consumers are a sudden behavior. Based on this kind of consumption behavior, the marketing propaganda of the market is to achieve a marketing goal by presenting the product information to consumers, thus prompting their consumption. So in McDonald's and other retail fast food industry, the dependence of outdoor advertising is very strong.

Back to the cherry blossom cone case, the present form is actually an outdoor advertising derivative. Mobile end of the appearance, to consumers a more outdoor activities in the contact point, and this contact point is intimate, private and interactive media contact point. For advertisers, McDonald's CMO to say: "This contact point can help advertisers to achieve more marketing means, but the initial marketing is to stand in the consumer's point of departure, by giving consumers a fresh, playful feeling, to faster and more to achieve consumption." ”

So behind an ice cream is actually a very complex marketing idea and how the final implementation translates into a simple consumer behavior in the launch.

What can a cone bring to McDonald's?

In this marketing case, the first to achieve a new product launch of the publicity effect, as a McDonald's newly introduced dessert products, in the huge McDonald's product system may be just a small point. So in the whole marketing promotion, the TVC may not be suitable for the big cover. Such a fast and portable mobile-end activity is more suitable for such products.

At the same time through such a more interesting and lively interactive experience, in the mobile Chengdu is also deepened the consumer to McDonald's this brand's emotional experience.

And along with such a map guidance function, to a certain extent also expressed McDonald's close to consumer life brand concept. With the previous McDonald's "Let's Be good together" brand concept echoes.