McDonald's: Our Food. Your Questions

This case study describes a campaign in Canada, by McDonald's, the fast food restaurant chain, which used social media to answer customers' questions.

McDonald's: Our Food. Your Questions

Agency: Tribal worldwide, a division of DDBClient: McDonald's Canada

Section I — Basic information

Business Results Period (Consecutive Months): July 1, 2012 – December 31, 2012

Start of Advertising/Communication Effort: May 28, 2012

Base Period as a Benchmark: January 1, 2011 - June 30, 2012

Section II — Situation analysis

a) Overall assessment

A conversation McDonald's wasn't taking part in.

With consumers and media more knowledgeable about methods of food production, a critical new battleground for the Quick Service Restaurant (QSR) industry had emerged around "perceptions of food quality."...

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