Giving your digital campaigns momentum – the McDonald’s Flavourhood example

Key campaign ingredient = momentum!

For me, momentum or inertia is a key ingredient of digital campaigns.

Digital enables you to create momentum by adding more appealing content or apps or rewards through time, rather than just a short burst campaign.

With the viral affect from the audience sharing the value you can offer, momentum grows further through time.

The McDonald's Flavourhood Facebook campaign example

I thought it would be good to share some of the thinking behind The Flavourhood campaign which was recently written up behind the paywall on New Media Age since it shows how momentum was built in through a strategic commitment to creating value linked to through the app and through partnering with social sites like Facebook and Spotify.

Writing in New Media Age, Nathan Cooper, Creative Director of Riot 180 Amsterdam described it as:

"A cunning combo of partnership, advertising, social media and online PR which creates multiple entry points".

What's really smart is that the thinking is largely based on existing behaviours, both on Facebook and Spotify (the digital music provider)".

Tim Wild, Creative Director at Razorfish, the agency who created the campaign, explains the rationale:

"Traditionally, McDonald's digital activity has been campaign focused and delivered as part of an integrated promotional push.

In contrast the new social campaign has momentum...

"The Flavourhood is a long-term platform on Facebook that can be used for year-round promotional activity with the aim of driving brand affinity with users through simple, easy and entertaining ideas".

Alistair Macrow, marketing director at McDonald's UK also explains the change in approach. He says:

"The launch of the Flavourhood is an exciting part of our long-term digital marketing plans. It allows us to use social media to interact with our customers through a series of enjoyable apps and activities.

Using Facebook in this way enables us to engage, entertain, and reward our fans. It's a fantastic fit for the Mcdonald's brand and has the enormous potential for the future".