Posted on October 31st, 2016 in Consumer PR,Food and Drink PR,PR Stunt,PR Stunts,Publicity Stunts,Restaurant PR,Stunt Of The Day.
Halloween is the perfect time of year for major brands to make social waves and stir up the corporate world. Enter FMCG giants, Burger King throwing seasonal shade at fellow fast food leviathan, McDonald’s.
A New York Burger King has kitted out its sign as a McDonald’s ghost using a big white sheet and cut-out eyes with the marquee sign reading, “Boooooo. Just kidding, we still flame grill our burgers. Happy Halloween”.
Sadly the stunt is currently only being used at one Burger King franchise with no plans to encorporate it into a global strategy.
We await McDonalds’ response. Revenge is a dish best served… fried?
Posted on September 12th, 2016 in Consumer PR,Food and Drink PR,stuff we liked,Stunt Of The Day.
With the recent surge in augmented reality games such as Pokemon Go, McDonald’s couldn’t resist getting in on the action. Diners in Australia can now use the augmented reality app that combines technology with the real world.
The app is the first AR game McDonald’s and Monopoly have worked together on, it enables players to see cards and promotions in the real world through the use of their mobile phone camera’s; watching the game come to life around them on a virtual game board, building empires, collecting properties and winning big.
Although in its early stages, the app has potential to expand and explore further interaction with real life surroundings in the future. Mark Wheeler, Digital Director at McDonald’s Australia said “We are continuing to engage our customers through digital and the Monopoly game at Macca’s was the perfect opportunity to offer an enhanced game experience via mobile.”
The app is available on iTunes and Google Play, with one in five instant wins and prizes such as Vespa’s, food and holiday gift cards, the app is set to be played by individuals everywhere.
Posted on March 2nd, 2016 in brand PR,Comedy,Consumer PR,Food and Drink PR,PR Stunts,Stunt Of The Day.
PR campaigns very rarely take aim at one another. You might see a campaign get some coverage (or not) and have a quiet word to your colleagues about if you think it’s any good, but you certainly wouldn’t base your next campaign around exposing flaws in it. In fact most PR campaigns and companies will avoid other campaigns entirely.
Unless your competition calls you out.
Then it gets real.
Let’s set the scene; Burger King returned to France a few years ago and their marketing campaign has stemmed from the scarcity of its restaurants (fewer than 20 across the whole country), a real ‘quality over quantity’ campaign. They launched the ‘Whopper Move Out’ campaign, promising to pay for someone to move house so long as they move close to a Burger King, and digital billboards mocking those who don’t have one of the famous restaurants nearby.
The latter campaign didn’t go unnoticed by one of Burger King’s chief rivals. McDonalds erected this sign in response:
This is PR beef (excuse the pun) at its finest; McDonalds gave the precise directions for the closest Burger King in this remote town, a mere 258km away before pointing out how close the nearest McDonalds is.
Burger King had a choice. Reputation was in the balance. Do you accept the PR stunt for what it is, a light hearted jab at your own campaign, or do you respond to the affront with a campaign of your own. You can already guess what Burger King opted for:
This is how it’s done. We see the sign being erected, with people driving past clocking the distance to the nearest Burger King and McDonalds. One couple takes note and pulls into the drive through at their nearest McDonalds, before ordering only a coffee to keep them going for the long journey to Burger King.
Over 1 million views. Over 100 pieces of international online coverage. This spat shows no signs of slowing down, and we can’t wait to see what’s next.
Posted on March 1st, 2016 in brand PR,Consumer Electronics PR,Food and Drink PR,Restaurant PR,snackfood PR,stuff we liked,Stunt Of The Day,Technology PR.
Samsung. Sony. HTC. Facebook. Some of the world’s biggest brands have thrown their hats into the Virtual Reality ring; with many of the products launching this year at various price points. “A New Challenger Appears!” is the cry from the sidelines, as an… unexpected competitor is joining the competition.
McDonalds in Sweden are trialing their very own VR headsets as part of the Happy Meal promotion. All you need is some scissors, a bit of glue and a smartphone (which they stress is not provided). It’s an idea similar to Google Cardboard but will only cost you the price of some nuggets and a milkshake, and McDonalds have even created their own game to go alongside it. Here’s an instructional video:
If this does well we could see it rolled out further afield than Sweden – and given the coverage this is receiving (even if most of it is a little baffled) I’d say there is a good chance.
Posted on February 11th, 2016 in Consumer PR,Food and Drink PR,stuff we liked,Stunt Of The Day.
A top L.A chef has tricked a group of prominent culinary critics and influential foodie bloggers by serving them an elegant meal made entirely of McDonald’s ingredients.
Neal Fraser, owner of the downtown restaurant Redbird and a former Top Chefs Masters contestant, served up a menu for forty diners at Carondelet House, L.A, last week whipping up delights such as chilled avocado soup, spicy meatballs and a coffee custard desert.
The (mc)twist in the evening was that the diners were unaware the ‘gourmet’ dishes came from ingredients used by McDonald’s for staples like the egg McMuffin and quarter pounder.
Fraser told his unsuspecting guests only that he was “cooking with experimental” and “fresh ingredients” luring them in with an invitation promising “a night of culinary explosion”.
The foodies were encouraged to Tweet and Instagram pictures of their meal hashtaging #atasteofsocal whilst their reactions were caught with hidden cameras and mics. Many reviews were positive.
But the truth was in the pudding and after the plates had been cleared Fraser revealed the secret purpose of the evening.
Eric Crowley, a L.A cooking instructor, told The Orange County Register he “enjoyed the meal”, although the “food lacked bold flavours”. When the truth he learned the ingredients came from McDonald’s he said “it all made sense”.
Rohasonda Payne, who runs the lifestyle blog The Savvy Sistah, said she had no idea she was eating food from McDonald’s.
But were they really lovin’ it? Putting taste aside, some guests were angry at being duped and acting as pawns in a ‘successful’ McDonald’s publicity stunt to be released in full this month.
McDonalds plan was to change the public perception of the quality of their food and they certainly succeeded.