Over 2 Million Interactions Served on “Our Food. Your Questions.”July 30th, 2012
Digital platform by Tribal DDB Toronto is a social success for McDonald’s Canada
The myths surrounding the origins of McDonald’s food and how it’s made are widespread, but a powerful new social platform, developed by McDonald’s Canada in partnership with Tribal DDB Toronto, has turned the tables by confronting the misinformation with transparency through a captivating campaign.
The “Our Food. Your Questions.” sustained campaign for McDonald’s Canada promotes radical transparency using the same channels that perpetuated negative myths about McDonald’s food quality. By answering any and all questions from Canadians about the company’s food, the platform turns “Frequently Asked Questions” into “Frequently Answered Questions.”
“By opening up the brand and engaging consumers in meaningful conversation, McDonald’s Canada is boldly leading the way in transparency about its food,” says Andrew McCartney, managing director, Tribal DDB Toronto. “McDonald’s Canada is passionate about their food. This new platform allows them to share with Canadians the quality behind their menu and dispel the myths surrounding McDonald’s food.”
Launched this past June, the social platform has received an impressive 5,000 questions and over 2 million interactions, with users averaging nearly five minutes engaging with the site, which exceeds the engagement times of Google+.
This sustained social campaign allows McDonald’s Canada to initiate and maintain honest conversations with Canadians who might be curious about the food served in McDonald’s restaurants. A dedicated ten-member social media response team, led by Tribal DDB Toronto and McDonald’s Canada, monitored the platform and provided personalized responses using text, photos, and video formats. Even questions that did not meet appropriate posting policies were followed up with a personal reply to the poster.
“We knew this campaign would live or die on the quality of our answers, so we set out to create content that consumers simply couldn’t ignore, that they’d feel compelled to engage with and share,” explains Louis-Philippe Tremblay, creative director, Tribal DDB Toronto. “We conceived the platform based on today’s consumer behaviors and to encourage shareability. The results speak for themselves, with organic traffic generated from nearly 400 social sources”
The share value created by “Our Food. Your Questions.” reached new heights with the now-viral video that took viewers behind the scenes of a real McDonald’s Canada photo shoot. The video has garnered over 6.7 million views on YouTube to date, and during the week of June 11 was the most-watched video on YouTube. It held the number one spot on Ad Critic’s Top 20 for five consecutive days and received widespread media coverage.
Likewise, a second video from the campaign, where McDonald’s Executive Chef Dan Coudreaut shares the recipe for the Big Mac’s sauce, has received mass interest. It too has earned widespread media coverage and to date has garnered over 1.8 million views on YouTube. Collectively, the series of transparent videos are fast approaching 10 million channel views.
“The success of this campaign is a testament to the simplicity of the strategy,” says McCartney. “By allowing the content to speak for itself, Canadians are able to see that McDonald’s has nothing to hide and there are no secrets behind the quality and sourcing of their food.”
Canadians can continue to visit www.mcdonalds.ca/yourquestions to ask questions about McDonald’s food and have personalized answers posted back to them. To ask a question, the site prompts participants to sign in with their Facebook or Twitter account, where they can share the questions and answers posed by them, and other visitors to the site, via their social channels.