In late summer 2009, a girl who lived above me was telling me about her Twitter account and how much fun she was having with it. She told Twitter was here to stay, and that once everyone settled into the mass updating service, they would increase their social media with a nifty geo-based website called Foursquare. She said it would be the hottest thing of 2010. I balked, saying people could never be convinced to reveal their location. And now, thanks to Mcdonald’s latest successful campaign, I’m finally admitting that I may have been wrong.
Mcdonald’s road to Social Media success first caught some attention in 2007, when they launched a campaign online to have users create their own ads for a Honey Mustard Snack Wrap. Then, in 2009, they purchased Wayport, a prolific wifi company, to provide wireless free internet at all its locations (something I didn’t even know until the other day), which almost coincided with the fast food giant trying to break into the coffee industry by offering specialized caffeine drinks.
And then just a few weeks ago, Mcdonald’s increased their Foursquare Check-ins by 33% in just one day. And although check-ins don’t necessarily mean purchases, it definitely means foot traffic to their various locations. They accomplished this by announcing they would be offering a limited amount of $5 and $10 coupons to their customers who checked-in using foursquare, and the tactic may have set a standard for big chains using geo-location media. Heck, it could set a precedent for the whole advertising industry, which spends countless Billions every year on attracting customers.
The cost of such a potential industry crushing experiment? A measly $1,000 (the cost of the coupons).
And with that, Mcdonald’s has successfully integrated the latest Social Media software into new (or returning customers). I guess my former neighbor wasn’t so crazy after all. You could almost say she was Lovin’ It before I even knew about it.
Be sure to check out Mashable’s reaction.
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