MySpace executive Heidi Browning says a 2008 McDonald's campaign on MySpace as an example of a successful campaign on a social network.
Celebrating the 40th anniversary of the Big Mac, McD's
launched a contest on MySpace for consumers to offer their own version of the famed jingle: “Two all beef patties, special sauce, lettuce, cheese, pickles, onions on a sesame-seed bun.â€
Judges chose semifinalists and the winner was selected via an online vote and was part of a Big Mac TV spot. Ads online, TV and print promoted the contest.
Browning said 1 million people
"interacted" with the McDs brand as the contest was taking place. "Advocates of McDonald's really tapped into that nostalgic moment that they all had," Browning said referring to the memorable song.
Carat's Sarah Fay said McD's succeeded because it wove the social aspect of the program into the overall mix of media, and that is fundamental to a successful program.â€