3
Ok so I have 14.4MM people to target.
Now what?
“I consider myself a savvy shopper” “Me too! I will purchase multiple products if
they are on sale”
“Me too!”
“Me too!”
“Me too!”
Ok so I have 14.4MM people to target.
Now what?
“Same here!”
“Definitely!”
“Agreed!”
Ok so I have 14.4MM people to target.
Now what?
What?
Where?
Surround them within their Passion Areas
10
What?
Overall Communication Strategy
Value
II look
look forfor quality
quality Technology
at
at aa low
lowprice
price A few devices
Friendship provide all I need
I’d rather have 5 great friends
than 40 acquaintances
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Where and when? Ideally at the intersection
of 2 or 3“Communication Pillars”
Value
Value Pillar Celeb
Instant
“I’m thrifty…on purpose” Rebates Looks for
Less Edit
Free
Discount Directory
Friendship
Movie Assistance
Tickets
Friendship Pillar “Water
Cooler” TV
“I prefer a tight-knit group” shows
Technology
Mobile Fantasy
Messaging Sports
Technology Pillar
“Technology is my concierge” Streaming
Music Video
Web-i-sodes
12
Evolution of Media and Message Synergy
Integration into
Editorial Content
Placement
Placement Within Adjacent to Creative
Relevant Editorial Customized to
Media with Environment
Highest Reach to Content
A18-34 Placement Within Utilize partners as
Passion Areas Content Providers
and Distribution
Partners
13
Create phase
14
McDonald’s Dollar Menu Saves You Money –
When Buying Movie Tickets
15
McDonald’s Dollar Menu Saves You Money –
When Looking for Directory Assistance
1-800-Free-411
Communication Pillars:
Value
Friendship
Technology
Dollar Menu supports free directory
assistance by partnering with Free 411
:15 ad provides media/message synergy by
recognizing the caller as a “Dollar
Menunaire”
16
McDonald’s Dollar Menu Gives You Access
to Breaking Celebrity Gossip on Your Phone
Print Advertorial
Dynamic Online Banner
US Weekly Free Mobile Alerts
Passion Points:
Celeb Gossip
Fashion
Communication Pillars:
Value
Friendship
Technology
Dollar Menu provides access to free mobile text alerts of breaking
celeb gossip – typically $3.99/month
In-book advertorials, co-branded digital units, and email blasts tout
program and drives mobile sign-ups
17
McDonald’s Dollar Menu Gives You Access
to Online Style Mavens
18
McDonald’s Dollar Menu Gives you Free
Game Guides and In-Game Cheat Codes
Friendship
Technology
Dollar Menu opens up IGN
Game Guides for Free
(typically costs a few bucks
a month)
Free Game Guide program
is pushed in relevant in-
game billboards, which also
contain helpful cheat codes
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McDonald’s Dollar Menu Gives Something to
Do While Watching Sports Scores Online
20
Paul - The Ultimate Dollar Menunaire
21
Capitalize phase
Do Custom Programs Deliver? YES!
Through ongoing Dollar Menu Research, we see the difference a custom program makes
While Ad Unit Awareness is consistent across ROS and custom integrations, significant lifts
in Purchase Intent, Message Awareness and Message Comprehension are shown when
comparing a general ROS plan with custom integration plans and even more so with video
integrations
Index Index
vs. vs.
ROS Custom ROS Video Custom
Unaided Brand Awareness (McDonald’s 68% 69% 100 77% 112
Dollar Menu)
Online Ad Awareness 20% 20% 100 18% 90
Purchase Intent 41% 46% 112 54% 117
Identified Dollar Menunaire lifestyle as 42% 50% 119 54% 108
unique to McDonald’s
Dollar Menu offers quality at a low price 35% 39% 111 51% 130
Dollar Menu allows me to get a lot, while 51% 55% 108 60% 109
only spending a little
Dollar Menu has items that appeal to me 42% 47% 112 54% 115
Dollar Menu offers variety 39% 42% 108 48% 114
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