1. Turn a losing streak into a social win
McDonald’s turned what could have been an advertising out into a grand slam with a recent promotional campaign in Kansas City. By keeping things light while leaning into a narrative the brand couldn’t control, it won over consumers and grew regional social reach.
As part of a local promotion, Kansas City-area McDonald’s locations promised to cut the price of McDouble sandwiches to $1 after every Kansas City Royals game in which the home team turned a double play. In the supporting ad spot, a young man refuses to change his shirt despite the demands of his mother because “you don’t mess with a streak,” the old sports maxim.
Which can be a successful concept…until said streak is a losing one for the local team.
The campaign ran while the Royals dropped nine straight games. Local fans took notice, and some blamed the mother and son. The creative team behind the campaign quickly played off the losing streak, and as folks interacted with the account, McDonald’s took it in stride and played up the joke while interacting with fans. The social page saw an increase in followers, and the attention brought awareness to the promotion.
2. Trust your team to help you menu the next big thing
When crafting up something new for a menu, sometimes the best inspiration can come from a surprising place. Trusting team members in the know can help you create a menu that is a double threat, not only in taste but with marketing as well.
San Diego’s Square Bar Cafe serves up a parade of Instagram-worthy boba drinks, ice cream and other delights that are a treat for the eyes as much as the stomach. Their menu includes a delicate 20-layer crepe cake that serves as a towering garnish for its boba drinks. The origin of the dish? Owner Ben Nguyen told Eater the idea for the cake came directly from Square Bar’s social media team. Nguyen said the drink and cake blew up on social media, and everybody wants to order it, especially for the pictures. Trusting a team’s area of expertise can positively impact more than just one part of operations.
3. Lay low until a social storm blows over
United has had a bumpy ride recently, but the brand might want to keep things grounded instead of trying to hop on any social media buzz if it wants to win over angry consumers. Trying to jump onboard a trending topic can go awry if a brand is still struggling with its public image, and can turn into fuel for fire from snarky consumers.
The airline was one of the many brands jumping on the social media bandwagon of Carter Wilkerson, the teen who found viral fame after trying to get 18 million retweets in exchange for free nuggets from Wendy’s, a deal the chain made with him on Twitter. United tweeted they’d offer Wilkerson a free flight to any Wendy’s in the world if he met the goal, and after Wendy’s awarded him nuggets for his valiant social efforts, United doubled down on the offer.
After the recent scandal of a passenger being dragged off a United flight, the move might not have been the best idea. Twitter lit up with users making fun of the airline, rehashing the recent events that put them in a negative light. It brought up again the events United is trying to distance itself from, versus speeding up the process of getting back in good graces with the public.