When it comes to marketing, McDonald’s reigns supreme. From its catchy jingle to its famous golden arches to iconic characters and mascots, the burger chain contains many branded elements that stand the test of time.<\/p>\n
But what\u2018s the secret ingredient to McDonald\u2019s continued marketing success? Director of Brand, Content, and Culture Marketing Anna Engel and Brand Marketing Manager Nathaniel Gaynor both say the secret sauce lies in its fan-driven strategy.<\/p>\n
Here\u2018s what marketers should take from McDonald\u2019s unique strategy.<\/p>\n
<\/a><\/p>\n It’s no secret that Gen Z has a lot <\/em>of buying power. In fact, Zoomers have a buying power of $860 billion and will likely reach $12 trillion by 2030. But Gen Z\u2018s ability to spend isn\u2019t the only reason McDonald’s has an entire team dedicated to tapping into the iGeneration.<\/p>\n \u201cMcDonald’s, as a brand, knows the importance of building long-term relationships with our fans,\u201d Engel says. \u201cIf we build the foundational relationships with Gen Z early, we can continue to build upon that relationship so they’ll become fans for life.\u201d<\/p>\n Engel also says McDonald’s wants to be besties with Gen Z because Zoomers drive the culture.<\/p>\n She explains, \u201cOur ambition is to continue to be this cultural icon out there. Since Gen Z is driving that culture, they set the tone for what brands people should consider, so it’s really important that we are part of that consideration set for them.\u201d<\/p>\n In other words, McDonald\u2018s sees that Gen Z\u2019s power isn\u2018t just in their ability to spend but their ability to influence. Think of Gen Z as the popular kid in high school who can boost a classmate\u2019s status just by sitting with them in the cafeteria.<\/p>\n McDonald\u2018s prides itself on knowing its audience inside and out, from habits to rituals to subcultures.<\/p>\n Sure, that should be standard for any brand, but my jaw dropped when I discovered McDonald\u2019s unique and personal way of getting into the minds of its fans.<\/p>\n Have you ever heard of Fan Truth Road Trips? Neither did I before Gaynor gave an explanation.<\/p>\n \u201cWe go out and uncover new fan truths about our brand to really understand who our fans are and why they connect with our brand,\u201d he says. \u201cWe look through the eyes of our fans, and we see them pulling our brand into so many different parts of culture, such as anime, fashion, art, or gaming.\u201d<\/p>\n According to Engel and Gaynor, teams will visit college campuses, rural areas, shopping malls, parks, and more to connect with McDonald’s lovers and to understand them beyond their favorite menu items.<\/p>\n \u201cIt’s important for us to understand the universe they live in and their interests to see and understand our fans better,\u201d Engel says. \u201cWe break outside the four walls of McDonald’s to connect with our fans in the wild.\u201d<\/p>\n The insights gathered from these Fan Truth Road Trips drive the direction of their strategies and have spawned unique campaigns.<\/p>\n For example, McDonald’s anime-themed marketing campaign \u201cWcDonald’s\u201d<\/a> was inspired by the connection McDonald’s saw fans make between anime and the company.<\/p>\n McDonald\u2018s leveraged these fan connections by creating the fictional “WcDonald\u2019s” restaurant, which included a special sauce, anime packaging, and a series of anime shorts.<\/p>\n \u201cWe tapped into a true Gen Z insight around anime and found it relevant to both anime fans and McDonald’s fans,\u201d Gaynor says. \u201cWe know that anime fans put our brand in anime every single day.\u201d<\/p>\n And as a proud anime nerd, I can confirm that McDonald\u2018s is a staple in many anime series. For example, the main characters in one of my favorite anime, “Devil is a Part-Timer,” work at a place called “MgRonald\u2019s,” a parody of the fast-food chain.<\/p>\n A popular anime film called \u201cWeathering with You\u201d also features McDonald’s in one of its most well-known, wholesome scenes,<\/p>\n And, like Gaynor said, it\u2018s pretty common for anime fans to connect McDonald\u2019s to their favorite series. In the examples below, a fan of the series \u201cSpy X Family\u201d drew the main characters eating McDonald’s.<\/p>\n\n4 Reasons McDonald’s Marketing is Iconic<\/h2>\n
1. It sees the importance of Gen Z.<\/h3>\n
2. The company uses fan-centered insights to drive campaigns.<\/h3>\n