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McDonalds' open answers help dispel negative stereotypes around the brand

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McDonalds' open answers help dispel negative stereotypes around the brand
by Andy Pilkington on 22nd June 2012

McDonalds’ invitation for consumers to ask them any question engages Canadians, with the brands’ answers largely received positively. This suggests crowdsourcing for the “difficult questions” on potentially negative topics can help a brand isolate its weaknesses and mitigate them. McDonalds Canada recently launched their “Our food. Your questions” campaign, which invites consumers to post their questions about McDonalds in order to receive a personalised answer. The brand promises to “answer any questions about our food – even the tough ones”. The campaign already has hundreds of questions posted to the page, with one personalised answer already receiving over three million views on YouTube. By opening themselves up to the “tough questions”, McDonalds aim to dispel negativity around the brand. WaveMetrix analysis reveals that the most common consumer questions concern McDonalds’ ingredients. Using this information, the brand can prepare answers and content that attempt to assuage any potentially negative consumers. Although comments are disabled for their YouTube videos, an average of 83% have liked the video answers, suggesting McDonalds have been at least partially successful in dispelling negative opinions around their products.

The most common consumer questions concern McDonalds’ ingredients:

Most consumers focus on what goes into McDonalds food: This highlights consumers’ main worry with McDonalds and allows the brand to focus their marketing materials on this area. By crowdsourcing questions and personalising answers, they also introduce a social element to the campaign

Consumer questions to McDonalds focus on meat products and ingredients:

Description
McDonalds’ invitation for consumers to ask them any question engages Canadians, with the brands’ answers largely received positively. This suggests crowdsourcing for the “difficult questions” on potentially negative topics can help a brand isolate its weaknesses and mitigate them.

Tags: Canada, Crowdsourcing, Fast Food, McDonalds, Our Food, Your Questions, YouTube

Posted by Harshida Patel

Jun 22, 2012 11:43 am GMT Viewed 710 times

Author: Andy Pilkington Source

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McDonalds' open answers help dispel negative stereotypes around the brand

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