Being that I’m a new grad looking for a job in the marketing world, I spend a fair bit of time surfing through different ad agencies’ websites. I’m trying to figure out what would be a good fit for me, and which firms are looking for a hard working new grad with limited experience! Today I was on JWT New York’s website, and came across their opinion of the new McDonald’s China marcom in their AnxietyIndex. Essentially, the ad shows a young person spending too much time on social media sites, and culminates with a bunch of friends hanging out eating McDonald’s food. If you want to take a look at the commercial, check it out here!
JWT’s interpretation of the ad was that it was resonant, and got beyond the promotion that the ad discussed (2 for 1 drink specials). To see their full analysis, go to http://anxietyindex.com/. I have to say personally I don’t think that this commercial speaks to me, being that I’m in their apparent target audience – young people who use social media outlets. All I see is that McDonald’s is trying to get on the Social Media bandwagon!
It’’s a bit sad to say, but I am a skeptic. I am a skeptic when it comes to how companies are trying to use social media to get at a large market that I believe is relatively untapped. Many of my posts on this blog are about the poor use of social media.. but I am still hopeful! Someday companies will all understand the principles of success for such outlets, and harness them, just as they did when websites were first being started!
The problem I see is a lack of customization and individuality. Take for example a local garden centre, who recently created a page on Facebook and tried to get fans. Looking at their page, I just see no relevance to being on Facebook! Is this simply a misguided attempt at an online poster? What is the point? .. I think this is what I’m getting at. What is the point of putting your garden centre on facebook when there is nothing for customers to interact with and no customization to include promotions of the company?! If people are looking for hours of operation, they can easily find that on their website.. no one is going to search for them in Facebook!
So here’s the bottom line. If you can come up with a good “bit” or “hook” or whatever you want to call it, by all means use it! But don’t just follow what everyone else is doing… McDonald’s China does use social media in a slightly different way, but I’m not sure that it’s the most effective ad I’ve seen out there.
What do you think? Is it effective? What do campaigns need today to be persuasive? What about social media?
