Outlook is cloudy for McDonald’s mood app
If you’ve been on YouTube this morning, you’ve probably been boinked squarely between the eyes by the McDonald’s home page takeover.
If you follow the link, it’s an apparently ambitious digital campaign that looks like its merely fails in the execution.
The “food for any mood” execution attempts to share consumers’ moods across Australia, feed in real time data such as the weather, mix it with localised information before chucking in a soupcon of social media.
Or that’s how it seems.
didn’t work for me – seemed to hang. after 40 seconds gave up.
Apparently the agency in question even linked to the wrong site for a while: http://forums.whirlpool.net.au.....80134.html
It’s all a bit fail, really.
In case you hadn’t noticed. It was cloudy and raining on the weekend.
Brad, yep it was raining and cloudy over the weekend but not across Australia methinks
Can’t stand the TVC’s or the online stuff for this campaign
Saw the ad, clicked then waited too long for Flash website to load.
By that stage I had already bought a whopper and fries from Hungry Jacks….
This game sounds terrible.
However fun for the whole family is going into McDonalds and asking what type of fish is in the fish burger.
So far, the results have been:
“fish” (even when pressed for further information)
“sea fish”
“swimming fish”
— fyi, this is a real life game and not a social media device.
For me every mood is shared by 6% of the nation.
Shame I like the avatars. They act better than teh blue kittehs.
not sure what they are trying to achieve but it didn’t work.
Now, back to the topic of regulating junk food advertising….
I cant even find anywhere easily what the actual meal deals are. How is this supposed to translate into sales for them?
FAIL for McD’s
Hi Tim,
The McDonald’s ‘Mood of the Nation’ microsite is a light-hearted and playful extension to the integrated ‘Love Food For Any Mood’ campaign. With product awareness and retail messaging being driven largely by TV and outdoor, the role of the microsite is to provide additional brand-focused engagement and to use the emoticons, a fundamentally digital icon, to help spread awareness of the brand and the campaign through social channels.
Despite running smoothly for the first week of the campaign launch, for two hours yesterday the weather feed link to the McDonald’s ‘Mood of the Nation’ site was broken. This issue was fixed within 90 minutes of your article posting. The weather feed on the site is taken from Australia’s leading source the Bureau of Meteorology (BOM) in Australia, and Views in New Zealand and is updated every six hours.
Regarding the error with the nation’s emotions, these are calculated dynamically from our database which supplies multiple feeds to support the microsite. The feed specifically relates to the nation’s moods as well as your own. Yesterday this aspect of the site was not updating once you selected your first mood, thus did not update if you changed your mood. This is currently being re-linked.
As per the intended plan for the McDonald’s ‘Mood of the Nation’ social media campaign, extended capabilities will be added from next week in the form of a Facebook application that links to the site and allows it to post your mood to your facebook page and share it further.
In the first 24 hours of the campaign, website visitation was up fourfold on unique ID’s with 64% of that traffic coming direct and not via search engines. 86% were first time visitors to the site this month.
Charles Rallings
Managing Director
Tribal DDB Sydney
Guh?
Charles with that explanation you may as well have just blamed the intern.
Of course the visitation are going to be high!!! with an execution the size it was and the media money spent on it…startergy/insight holly molly was this your idea charles
No wonder tribal DDB isn’t doing anything exciting or amazing these days! Same old stuff and full of mistakes. I guess that’s what you pay for if you use TribalDDB Sydney. I hear Melbourne office was better
one would expect significant traffic increases with such large media placements.
An over-cooked idea, over-corrected
It’s not good Maccas digital work. It’s a bad TV idea that is a compromise because the target audience was not narrowed down. An emoticon is a textual expression that is so 1997. Tribal just go back to doing your own ideas. Stop trying to make bad DDB TV ideas work online. ‘ Nobody counts the number of ads you run; they just remember the impression you make’ Bill Brenbach
Was as bored with the explanation as I was with the microsite…
“Regarding the error with the nation’s emotions, these are calculated dynamically from our database which supplies multiple feeds to support the microsite. The feed specifically relates to the nation’s moods as well as your own. Yesterday this aspect of the site was not updating once you selected your first mood, thus did not update if you changed your mood. This is currently being re-linked.”
Stop Charles. Please. Salt into the wound.
It’s all my fault. I’m sorry.