McDonald's Purchasing with Free Coca Cola Glass Promotions 2009/2010. Which year achieved greater impact on the market?

McDonald's launched purchasing with free Coca Cola Glass Promotions in 2009 and 2010 respectively. We will compare these two years' marketing strategies, online exposure and achieved results in terms of online advertising, website traffics and e-buzz.

A. Comparison on Online Advertising

2009/10 Campaign Creative

The scale of 2010's promotion is comparatively larger than the previous one in 2009 in terms of number of creative and number of publishers. Both 2009's and 2010's strategies focused on the mass market that revealed in the selections of publishers. In comparison, 2009's marketing strategy also targeted on the young generation that included some online games and sports related websites like NBA, HK RGOAL and Sun Zone in the media plan. In 2010, it extended the focus on the mass market by adding Discuss.com.hk and ON.CC on the publisher list.

B. Comparison on Website Traffic

After launching 2009's campaign, Alexa's statistics shown that the promotion triggered a peak of daily reach in the official website. Compared to the one in 2010, there was no significant change on website traffic during the promotion period.

C. Comparison on E-Buzz

2009's campaign aroused a tremendous e-buzz on the campaign launch day. It recorded 750 posts in one single day in numerous forums and blogs. During the campaign period, 576 topics and 3,586 posts were shown in 37 portals. There were totally 1,877 visitors involved in the discussions and 940,000 people who read the posts. In the period of the two campaigns in 2010, online posts cannot even reach one-fourth of the previous promotion whenever compared to the number of related topics, number of posts and people who involved in discussions. In terms of online coverage, although it is better than 2009's one that related posts were traced in more forums, 40 in total. Only 150,000 people recorded who read the related posts and it greatly decreased by 84%.

Conclusion

It is no doubt that the scale of 2010's campaign is relatively larger than 2009's. However, in terms of website traffic and e-buzz, the result of campaign does not perform as well as 2009's. McDonald's re-launched “Purchase with free Coca Cola Glass” campaign, yet it cannot alter the fact in lack of freshness and excitement even when repackaging as 2010 FIFA Coca Cola Glass. Utilising the boom of FIFA as strategy, but it ultimately resulted in a competition on gaining market interests and disperses mass focus on the campaigns.

(Source by Admomo & K-matrix)