In 1986, Mac Tonight was introduced to Mcdonalds to get
people to dine there for dinner. In 2015, he got associated with a meme that
forced Mcdonalds to retire the character. Here is my strategy to bring him
back.
Mac Tonight in a Singapore Ad, 2011
1.
Bring attention to the most well-known functioning
Mac Tonight animatronic.
The most and only prominent McDonald's restaurant to still feature one of the
animatronics is the "World's Largest Entertainment McDonald's" in
Orlando, Florida. So, since he is such a cool character, It seems fitting that
Mcdonalds put pictures of that on social media, then use a hashtag, perhaps
#mactonightisback.
2.
Make it clear in the advertisements that Mac
Tonight is meant for adults
This goes in line with knowing
who your target audience is to create a consistent strategy to bring Mac
Tonight back.
Communications must be clear that Mac
Tonight is meant to get you into a Mcdonald’s for dinner, a compelling message
like maybe “despite claims that I support the white, I’m back with my new brother
“Dark Moon””, must be applied. This will have the potential to remove any of
the internet memes against Mac Tonight. The third point, consistence has been
mentioned above.
4.
Ensure
Marketing Teams are working in Sync, that the messaging is integrated and, that
the campaigned is track by Mcdonald’s.
Mcdonald’s may be losing appeal to people,
especially after losing
their trademark to their “Big Mac” burger in the European Union so, a
return of one of their most popular mascots,who was even put in a Simpsons episode once,
will most likely be a welcome change for the company. So, what do you think?
Would a Mac Tonight revival interest you? Any way you can think of not
mentioned here? Sound off! Let’s get busy discussing.
Recent Simpson episodes haven't been popular with the public, putting him in a Simpsons episode would not be profitable. How about creating a Netflix special using the character? A popular movie making references to the character may help bring him back in the spotlight.
ReplyDeleteThat's True. A Netflix series sounds viable
DeleteI agree with your 3C approach. Communication and consistency is key to ensure the strategy works. The return of Mac Tonight could prove to be a success.
ReplyDeleteIndeed it could. Thanks for reading.
DeleteGood read! Keep up the good work
ReplyDeleteWhat did you find interesting about the article Richard? Did you know about Mac Tonight before reading my article?
DeleteWho says Mac Tonight is meant for adults? They can make Happy Meal of Mac Tonight. Secondly do you think just a revamped Marketing campaign is enough to make Mcdonald's good again? They took away my Veggie crunch and Mcgriddle! :(
ReplyDeleteThey actually did make Mac Tonight toys and, showed the adults playing with the toys. It was a fun and interesting trailer. As for making McDonald's good, there are now increasingly, more healthy options on the menu. So, I think one day, it may be fondly looked at by people
DeleteHi Naren, good read on how an IMC Plan can help MacDonalds. In your opinion, who are the target market that you would suggest MacDonalds to reach?
ReplyDeleteI would suggest they reach out to young adults in their 20-30s because, that is the dating age and with Mac Tonight's presence, McDonald's can pass off as a fancy restaurant haha.
DeleteMac Tonight's revival would definitely not interest me. A crescent moon that represents that McDonald's is open 24/7? Why don't they use their classic mascots, Ronald Mcdonald and friends, all dressed up and then have them visit their restaurant at night? Or have them wear clothes with "24/7" printed on them? It will always be a family-friendly fast-food restaurant, so introducing this new character surely did not resonate well with consumers like me because it was confusing and required too much thinking.
ReplyDeleteAh, that's interesting Mel. With Mac Tonight, Mcdonald's was capturing adults so, they must have figured that Ronald would not be right for this campaign because, he's targeted towards kids
DeleteIf they want to bring back the Mac Tonight. It needs to connect and relate to the adult's daily life. To have a connection that this is meant for them.
ReplyDeleteI do agree that the 3 Cs are important for MacDonalds but it needs to market strongly that consumers will not think of the meme that hurt the image of Mac Tonight. It needs to show that they are seriously staying in the market to cater to the adults
Yes, that is true Paul. Just because an image has been tarnished doesn't mean that it cannot be redeemed.
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