Challenge
McDonald's wanted to position themselves as credible players in the coffee business so they can compete with the likes of Starbucks. To this end, the corporation has deployed an important international publicity offensive which included television spots, radio, print, banner advertising, and public relations. The company saw the Quebec region as a particular opportunity to literally lift the campaign to new heights.
Solution
NVI collaborated with the McDonald's event marketing team who prepared a smoke marketing aerial publicity stunt to create buzz around McDonald's coffee. NVI devised an online PR initiative that would maximize press coverage of the event. By leveraging social media channels, NVI launched numerous viral initiatives: the creation of a blog, bringing life to the Facebook FanPage, increasing McDonald's presence on Twitter, and using YouTube to promote a number of viral clips.
Results
Thanks to the numerous initiatives put forward by NVI, McDonald's received increased visibility on the web in a very short period of time, allowing them to augment their online presence. Supported by NVI, the publicity stunt transcended the web, gaining considerable coverage from TV and print media.
