Brands in the digital age: A decade of McDonald's 'I'm Lovin' It'

This article discusses how McDonald's, the fast food restaurant chain, uses technology in its marketing whilst maintaining core values.

Brands in the digital age: A decade of McDonald's 'I'm Lovin' It'

John SomervilleDDB Chicago

Apps, mobile, QR codes, digital outdoor and geo-targeting are among the communications used by McDonald's to sustain and build its brand in the digital age.

Successful brands demonstrate the ability to adapt and grow. When confronted by a new competitor or consumer desire, the ones who survive are the ones who maintain relevance and demand. History is littered with expired companies. Some disregarded their core competency for the sake of the 'new'. Some refused to move outside of their comfort zone.

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