The marketing methods McDonald's Corp. is using to connect with young adults are becoming as varied as the chain's menu. In addition to traditional disciplines, it has added iPods, blogs, Web sites,
cell phones, and high-tech place-based programs to the marketing mix. The aim is to attract consumers who started visiting the Golden Arches when they were kids, but are now 20-somethings who are
harder to reach with commercial messages. To tap this demo, McDonald's is delivering its message where the young-adult action is: the beach, pop concerts, and after-hours bars. One technology-inspired
communication is a bar mirror that, when activated by a motion sensor, shows an ad for McChicken sandwiches. Brian O'Mara, McDonald's senior director of U.S. marketing, says the efforts are part of a
continuing push to position the brand as being "forever young" and still relevant to those who grew up on McDonald's. "We're trying to be where they're at," he says. "They're not typical consumers of
media, and not watching prime time at night."
advertisement
advertisement
Read the whole story at The Wall Street Journal (by subscription only) »