McDonald’s “Our Food. Your Questions” campaign is one of the newest successful social media initiatives.
Consumers now have the opportunity to ask all their burning questions about the brand.
Tapping into the ease of having a conversation with consumers via Facebook and Twitter they have launched the webpage for McDonald’s Canada and have already had a surprising response.
The site reached over 2 million interactions by July 30th after being launched in June. When visiting the site itself or its Facebook page, you simply sign in via Facebook or Twitter and pose your question. Some are generic, such as “does your Egg McMuffin use real eggs? They look too perfect?” or “where do you get your angus beef from?” Others are questions that many have probably pondered at some point but never even thought to ask, such as “is there an anti-vomit in the mcdonald food?” or “are your big macs smaller than they were 20 years ago?”
Some consumers are even getting a bit cheeky and using it to find out “what’s the secret password for free fries?” Unfortunately this is one of the only questions they don’t really answer. The rest are answered thoughtfully and considerately. A few have been responded to via video. Including the question “why does your food look different in the advertising than what is in the store?” The 3 minute video response takes the viewer on a tour of the studio where the food is carefully styled, photographed and digitally retouched. The video debuted at No. 2 on the Viral Video Chart.
Another Canadian asked “is the thing about the Chicken McNuggets true? They are made from processed pink sludge of meat and bones ground up with chemicals?” Which gave McDonalds a chance to dispel the rumours that chicken McNuggets are simply whole chickens that have been put through a blender and then turned white and moulded into nugget shapes. The video response takes the viewer to a research facility where the McNuggets are tested and found to be free of whitening chemicals and pieces of bone.
The transparency and interactivity of the campaign seem to be the two features driving its success.
While there are still questions about some of the products going into the food at McDonalds, the door is now open for Canadians to find out more.
What questions would you ask McDonald’s about their food? Please let us know in the comments below.
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