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McDonald's: No Surprises

Advertising School: Miami Ad School, New York, USA
Art Director: Maya Renz
Copywriter: Viktor Angwald

15 comments

morse's picture
morse
16797 pencils

Point well made.

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

sirvan's picture
sirvan
29860 pencils

Is this even possible?

+++

"I love some things, and don't love some other things."

Yarp's picture
Yarp
385 pencils

Think it's a decent idea for a book. In a real-world pitch it would be possible only if you could convince McD's that their brand image is now "No surprises" and not "I'm lovin' it."

khronos's picture
khronos
998 pencils

the chink in the armor is the pop-up, most people just close the pop-up thinking its well, just another pop-up before they read it...it is quite irritating...so maybe some refinement is required to keep the interest of the reader?

sirvan's picture
sirvan
29860 pencils

I think the chink in this armor is that it would never happen.

I was being nice earlier, but this idea is beyond unrealistic.

I've worked with Yelp. And they simply do not allow things like this to happen. It's not a matter of "turning off pop ups", but that this functionality does not, and will not exist. Ever. No matter how much money you gave them, they would not stomp on user's ratings with a promoted pop-up, because they know (rightly) that that user would never come back.

Never mind that this is also way, way, way off McDonalds' current positioning.

Playing "wouldn't it be nice if" is fun, but Ad Schools should really focus more on preparing their students for the real world.

+++

"I love some things, and don't love some other things."

Ceballos's picture
Ceballos
623 pencils

Another impossible and unrealistic campaign by Miami Ad School.

Nike Diesel's picture
Nike Diesel
13385 pencils

Everything is possible.

sirvan's picture
sirvan
29860 pencils

Then you don't work in this industry.

There is a point where "fanciful idea" meets "cold reality." If you've ever worked with any of the major platforms, you know you hit this wall A LOT. Their APIs exist for a reason: "take these tools and go crazy". But they won't let you jack into their sites and change core functionality.

Sure, there is that 1-in-100 idea that you approach, say, twitter with, and they respond "hmmm, you know, we might just be able to do something like that!" But it's rare.

98% of the interaction between (Facebook, twitter, Zynga, Yelp, FourSquare, etc) is them telling the ad agencies "Yeah, no. We won't do that."

You can always try. You can always ask. But it helps to understand where the vendors are coming from, and what's actually possible from a technical and brand pod.

They certainly do want our money, and generally appreciate ground-breaking ideas. But only to a point.

Fact is: they spend a large part of their day rolling their eyes at Ad Agencies.

+++

"I love some things, and don't love some other things."

Nike Diesel's picture
Nike Diesel
13385 pencils

Dear Mr Sir Sirvan w/best-lookalike-Al Sharpton-profile-pic-on-AotW,

I’m obvioulsy from a country much smaller than yours.
Here, where I am from, there’s actually a big chance of doing something like this.
Might not work in US, because of this-and-that, you say… But I think it would work perfectly fine in other countries, or even most countries including yours.
Even for big international brands like McDonald's and someone like Yelp together. All brand values cared for.
Borrowed interest? … Not exactly the newest trick under anyone’s sleeve, but anyway.

IMO You should educate students that there is a thing called brand book and etc - but don't hold them back because of it.

Everything is possible.

rakel's picture
rakel
250 pencils

my opinion: mcdonalds just doesnt need to sell by web, if you want it you go to mcd or burguer, or whatever... but, this is not the right market for the idea.

Temple's picture
Temple
11010 pencils

Do these kids ever write a TV spot? All it seems they are doing over there at Miami Ad School is fictitious web re-engineering.

kleenex's picture
kleenex
37459 pencils

I like the idea.

Glut's picture
Glut
3937 pencils

@temple totally agree.

BuGambit's picture
BuGambit
15 pencils

I sort of resent people saying that this isn't possible, when in fact, I'm sure it's very simple (as long as Yelp would agree to it, and really why wouldn't they?). The star rating is a unique piece of data that can trigger an "if/then" relationship to launch the message. If someone is going to bash a place on Yelp why not show that you really think so poorly of it that you'd rather eat McDonalds (of course, that's not what you tell the Golden Arches people) - then use your free food voucher to buy a homeless guy a burger.

Roxanel's picture
Roxanel
16 pencils

I didn't really understand what's all about!

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