McDonald’s cambió los juguetes de la Cajita Feliz por libros

Innovaciones saludables para todos

La Cajita Feliz de McDonald’s es un gran invento. Los chicos la adoran por el juguete y los padres porque funciona como incentivo para que sus hijos coman.

En los últimos años, la empresa de comida rápida le imprimió algunos cambios en la búsqueda mejorar sus valores nutricionales y hacerla más saludable: menos cantidad de papas fritas y a cambio manzanas en rodajas, jugo de naranjas o leche en reemplazo de la gaseosa. La filial del Reino Unido, hace pocas semanas, lanzó una campaña que la hará todavía mejor: libros para niños en lugar de juguetes, en general de los últimos estrenos de cine. Una propuesta de mentes más sanas además de cuerpos más sanos.

La campaña “Lectores felices” (Happy Readers) prevé distribuir más de 15 millones de libros de ficción y no ficción para niños para fines de 2014; y si logra entregar un libro por cada Cajita feliz que se vende, la compañía se convertiría en la mayor distribuidora de libros infantiles del Reino Unido. Para el lanzamiento, eligieron libros de no ficción de la serie Mundo Asombroso de la editorial DK Books, que abordan temas como las estrellas y los planetas, los grandes felinos y los océanos, todos con stickers o rompecabezas alusivos. Continuar leyendo «McDonald’s cambió los juguetes de la Cajita Feliz por libros»

McDonald’s rolls out new packaging designs | by Dorian Cioban

brandingmagazine.com

McDonald’s is starting strong in 2013 by unveiling a new set of freshly redesigned beverage cups and carry-out bags, but there’s a catch: the new designs contain a scannable QR code which, due to immensely growing popularity of smartphones enables users to more easily find our more information about the products they consume. Along with the scannable point of interest, the design of the package is oriented towards brand storytelling with appealing, trendy illustrations.

Kevin Newell, McDonald’s Chief Brand Officer stated that the new packaging is designed to enagage with
consumers in such way that it celebrates McDonald’s, as well as providing more information on nutritional values:

“Customers tell us they want to know more about the food they are eating and we want to make
that as easy as possible by putting this information right at their fingertips.” Continuar leyendo «McDonald’s rolls out new packaging designs | by Dorian Cioban»

Historia de Burger King | rdmercadeo.com

BURGER KING se nació en Miami, Florida, en 1954, por dos emprendedores llamados James McLamore y David Edgerton. Los co-fundadores, quienes tenían una gran experiencia en el negocio de restaurantes antes de lanzarse a crear una empresa colectiva, creían en el sencillo concepto de ofrecer al cliente comida de calidad servida rápidamente, a precios razonables, y en un medio limpio y atractivo.

Desde el primer día, McLamore y Edgerton establecieron la tradición de crear productos innovadores con la administración efectiva de restaurantes. Muchas de sus decisiones han probado ser casi visionarias. Por ejemplo, la decisión que se tomó en 1954 de empacar los productos BURGER KING en papel, se hizo años antes que las cuestiones ambientales se convirtieran en un problema en la industria restaurantera.

En 1957, el WHOPPER se introdujo a un precio de $.37, y se convirtió en un éxito inmediato.»Burger King» descubrió un hecho que sigue siendo verdad hoy en día: Los clientes prefieren el sabor de las hamburguesas a la parrilla de Burger King’. Continuar leyendo «Historia de Burger King | rdmercadeo.com»

Las sucursales de McDonald’s más raras del mundo / planetajoy.com

En un cine, en un avión, en un yate. Además de ser la hamburguesería más popular, tiene locales instalados en las locaciones más extravagantes que te puedas imaginar.

McDonald’s, con su emblemática «M» amarilla, es quizás la marca gastronómica más famosa a nivel mundial. Y es que resulta muy difícil pasarla por alto: tiene más de 33.000 sucursales distribuidas alrededor del globo.

Con tantos locales, no es de extrañar que algunos sean un poco más exóticos que otros. O bastante. Debajo, te mostramos los 20 McDonald’s más inusuales del planeta.

1. TIMES SQUARE, NUEVA YORK (Foto: Tom Magliery)

2. MILÁN, ITALIA (Foto: Michael Jean)

3. NEW HIDE PARK, NUEVA YORK, EE.UU. (Foto: Chung Chu)

4. YANGSHUO, CHINA (Foto: Joshua Paul Shefman)

5. TAUPO, NUEVA ZELANDA (Foto: Kerry Myers)

6. EL MÁS GRANDE DEL MUNDO JUNTO AL PARQUE OLIMPICO EN LONDRES, INGLATERRA (Foto: Simon Q)

7. LAS VEGAS, NEVADA, EE.UU. (Foto: crisshots)

8. GHENT, BÉLGICA (Foto: harry_nl)

Continuar leyendo

5 Strategies for Using Twitter Effectively

askaaronlee.com

This post originally appeared on the iStrategy blog where I contribute regularly articles about leveraging social media and technology for small businesses. Subscribe to their blog for more great articles.

Can you imagine that just a few years ago Twitter didn’t exist (I won’t “exist” too)? Today the phrase “follow us” or ”follow me” is commonly used everywhere – on the news, radio, on ads and more. And let’s not forget #hashtags that appear on TV shows like X-Factor so that viewers can easily follow the conversations.

Today Twitter is not only used by individuals but is also adopted by brands and businesses to both promote their business on this network and also to be a part of a wider conversation (as McDonald’s did recently).

Buddy Media recently analysed over 320 Twitter handles of the world’s biggest brands to determine what works and what doesn’t; here are some of the key insights from it.

5 Strategies for Using Twitter Effectively

1. Keep Tweets Short

According to their insights, tweets that contained less than 100 characters received 17% higher engagement compared to tweets that were longer. <tweet this>

2. Use one or two hashtags

The study also found that many brands are underutilising hashtags – only 24% of brands’ tweets constains hashtags. Brands that uses hashtags received two times more engagement than those without them. However, the engagement levels drop if brands use more than three hashtags. Remember: Less is MORE!

Brands and businesses should limit usage to one or two hashtags per tweet. Continuar leyendo «5 Strategies for Using Twitter Effectively»

How To Use Social Media to Invent or Reinvent Yourself

Kyle Lacy – Social Media Training and Digital Marketing

Self-promotion is just what it sounds like: promoting yourself, your events, your accomplishments, your victories, and even your defeats, problems, and lessons you have learned. You do it so you can increase your visibility to and awareness by others, increase traffic to your website, increase sales, and get more speaking opportunities, exhibitions, and gigs—more of whatever it is you’re looking for.

You promote yourself so you can get even more opportunities, which you can then tell people about.

Self-promotion is also called “branding yourself,” because that’s really what it has become. (That, and it’s what we wanted to call the book.) In fact, we prefer to think of it as personal branding, because you need to think of yourself as a brand, just like Coca-Cola, McDonald’s, Google, or Facebook.

Why Is Self-Promotion Important? Continuar leyendo «How To Use Social Media to Invent or Reinvent Yourself»

Why You’re Failing If You Ignore Social In CRM

viralblog.com

You’ve heard all the hype about social media. Just about every business has a Twitter account these days, and blogging has long since become a venue for businesses looking to connect with customers.

But in their thirst for new tools, many businesses fail to understand just what role social media should play in CRM. Here is a guide full of tips for changing that…

Nurture real relationships, have a personality and a voice

Customer Relationship Management (CRM) is all about converting conversations into sales. Well, so is social media. Used correctly, social media helps a company establish its own personality and voice, showing a relatable side to its customers and increasing brand loyalty in the process.

But it also goes deeper than that. Social media represents a fundamental shift away from a linear sales model, where customers contact a company before, during or immediately following a sale. Now customers – both the loyal and those that are just beginning their search – expect constant accessibility, whether or not a purchasing decision is pending.

In other words, customers want a true relationship, not one in which they feel constantly pitched to. Sure, they’ll get excited about a company’s 50% off promotion, but they’re just as likely to retweet a company’s witty joke about Lady Gaga. Have a personality, have a voice, and go beyond pitch. Take a look at ModCloth’s Twitter feed for a great example.

Start the right conversations… Continuar leyendo «Why You’re Failing If You Ignore Social In CRM»

Brand content: una forma de enamorar a los fans de las marcas

por Carmen Santo | Puro Marketing | http://bit.ly/KxDBlp

Estás harto de que cada vez que conectas la tele, cuando por fin te sientas cómodamente en tu sofá, a desconectar del duro día de trabajo, te avasallen para venderte un el último

producto de limpieza. Encender la caja tonta es ya peor que abrir la puerta de tu casa al vendedor con la enciclopedia de turno.

Las marcas que hoy día siguen realizando esta práctica únicamente consiguen una triste repercusión, un vago reconocimiento y no muy buena opinión por parte de los consumidores. Por otro lado, existen marcas que sí han sabido calar hondo en el consumidor, haciendo crecer en ellos un sentimiento de amor incondicional hacia la marca.

Son las ya ampliamente conocidas como lovemarks, aquellas empresas que han sabido conquistar nuestro corazón, hacer que con su sola mención nos vengan a la mente pensamientos positivos relacionados con la marca, evocando situaciones o experiencias que, en cierto modo, hemos vivido junto a ellas.

Muchas marcas quisieran ser como Apple, McDonald’s, Disney, Coca Cola Google o Adidas, creando a su alrededor todo un halo de misterio, intriga y sensualidad, que se traduce en atracción y devoción incondicional por parte de sus muchos seguidores. Su gran mérito reside en cómo han sido capaces de generar toda una cultura alrededor de estas grandes «personalidades comerciales», convirtiéndose en auténticas diosas de culto.

Del vender al entretener Continuar leyendo «Brand content: una forma de enamorar a los fans de las marcas»

Google’s Brand Value Slips Again, While Facebook’s Soars 74%

marketingpilgrim.com | http://bit.ly/JqV9OV

Frank’s taking a needed break today, so you’re stuck with me. Remember me?

Of course, it doesn’t take much to get me back in the saddle, especially when a report is released about branding.

MillwardBrown has released its annual BrandZ Top 100 Most Valuable Brands in 2012. Among the findings are two little nuggets that caught my attention.

First up, news that once again Google has slipped in its rankings. Just two years ago,Google was the top brand on the list, but this year its gradual decline continues, with a drop to #3. I know, I know, that’s still pretty impressive, but a drop two years in a row sure does look like a trend to me. In fact, Google is dangerously close to being overtaken by McDonalds!

Also worth noting is Facebook’s meteoric rise up the charts. A whopping 74% increase in brand value sees Facebook “liking” its #19 rank in the report… Continuar leyendo «Google’s Brand Value Slips Again, While Facebook’s Soars 74%»

Music and marketing: five tips for being heard in a noisy space

http://econsultancy.com

The other day I eavesdropped as a pretty girl faced the teenage boy seated across from her and sang, “Tonight / We are young / So let’s set the world on fire”.

Frustrated by his blank stare, she said, “Don’t you know the song? It’s from that Chevy commercial”.

If that example doesn’t convince you of the power of music and marketing, nothing will.

Sure, marrying the two isn’t easy, but Susan Stone of Tonic Music and Jedd Katrancha of Downtown Music Publishing kindly shared their expertise at Internet Week last Wednesday and offered the following tips on how marketers might best integrate music into their campaigns.

1. It’s okay not to know

In 2008, Santigold (then called Santogold) was a relative unknown, but Bud Light took a chance with her “Creator” for its Bud Light Lime campaign. The gamble netted the company cachet when the musician went on to win Best Breakthrough Artist from NME that year.

“If you wait until something is certified ‘cool’ with the public, you’ve probably missed the opportunity to launch something new and benefit from that because it’s too late,” Stone wrote later in an email.

2. In the age of “like,” be in the business of love

While you can’t predict with certainty which new artists the public will embrace, you want to make sure that your audience has its ears pricked to the music you’ve chosen for the campaign. You or your client won’t always love the song or artist, but it’s more important for your audience to be the one that loves it.

You’ll have a better chance of playing matchmaker between the two if you’ve been listening to your target group and know which artists, songs, or genres have been moving them, be it classic tracks or newest subgenre.

Stone pointed to the recent example of Depeche Mode’s “Enjoy the Silence” featured in Dior Couture’s Secret Garden campaign, which counted 22m views in just two weeks. It’s an oldie from an established band, but it fit the brand and its fans, who used social media to praise the musical choice (55 tweets per day).

Continuar leyendo

Heinz: 20 Anuncios publicitarios de una marca de lo más creativa

puromarketing.com

H. J. Heinz Company es una compañía estadounidense agroalimentaria conocida popularmente simplemente como Heinz, y famosa por su lema «57 variedades» de salsa más conocida como kétchup. Un invento de la propia compañía presente en algunas de las cadenas de restaurantes de comida rápida más famosas del mundo como McDonald’s.

Sin duda, Heinz es una marca pionera, pero también su excelencia alcanza el panorama publicitario donde sus diferentes anuncios y campañas publicitarias han dejado huella de un estilo propio repleto de creatividad e ingeniosas propuestas. Anuncios creativos, divertidos e inteligentes a través de los cuales se transmite a la perfección cada mensaje de la marca.

Si te apasiona la publicidad, no te pierdas esta nueva colección de anuncios que seguro no te dejarán indiferente.

Galería de imágenes Continuar leyendo

Going coin hunting with McDonald’s

Reacting and reaching out – on multiple platforms
As the target audience was moving away from traditional platforms, in favour of digital media, McDonald’s had to react and evolve in to a brand that could connect and engage on multiple platforms instead of just pushing messages. The first step was initialised in October 2010, with the creation of a Facebook page. With the foundation for interaction established – McDonald’s had to build on top of this, ensuring a strong relationship with its consumers and build engagement.

In order to build differentiation into the value programme it established a brand connection – and not just a ‘price connection.’ At the same time it aimed to maintain the perception of the programme so that its customer’s perception of the price remained the same, otherwise it would risk losing sales to its competitors.

bizcommunity.com

COPENHAGEN, DENMARK: McDonald’s had been communicating its value programme ‘Coinoffers’ via mainly TV, radio and out-of-home posters to teenagers and young adults for many years. ‘Coinoffers’ was a campaign that revolved around a smartphone app for iPhone and Android that scanned custom QR codes around the country.

click to enlarge

Each QR code could be scanned once a day and only four codes could be collected each day. Customers had to collect a minimum of ten coins to redeem a menu item. The messages were generally good at driving sales. However, studies showed that customers don’t buy into the programme because of brand relation – they do it because it is cheap and convenient. With the increased competitive situation in Denmark it was clear that McDonald’s had to differentiate its communication in its value range – otherwise they would be an easy target for price-orientated attacks, from among others, Burger King.

Reacting and reaching out – on multiple platforms
As the target audience was moving away from traditional platforms, in favour of digital media, McDonald’s had to react and evolve in to a brand that could connect and engage on multiple platforms instead of just pushing messages. The first step was initialised in October 2010, with the creation of a Facebook page. With the foundation for interaction established – McDonald’s had to build on top of this, ensuring a strong relationship with its consumers and build engagement.

In order to build differentiation into the value programme it established a brand connection – and not just a ‘price connection.’ At the same time it aimed to maintain the perception of the programme so that its customer’s perception of the price remained the same, otherwise it would risk losing sales to its competitors.
Continuar leyendo «Going coin hunting with McDonald’s»

By Combing Social Media, LocalResponse Gets Down to Business

Via Scoop.it – human being in – perfección

Nihal Mehta has started several successful businesses. His most recent venture is LocalResponse, and it just may be something that turns traditional advertising and marketing on their head.

You are fed up with AT&T‘s customer service, so you change your Facebook status, tweet your displeasure or post in another social media forum to let others know just how you feel about AT&T. Seconds later, you receive a message, not from your friends, but from Verizon offering you $100, if you switch.

Think that sounds like something out of the future? Think again. That is an actual campaign being conducted by a new social advertising platform called LocalResponse.

«This is a relatively new phenomenon that people are raising their hand and saying, ‘I’m here,'» said Nihal Mehta, CEO and co-founder of LocalResponse. «They are broadcasting their location and what they are doing.» Mehta said his company analyzes that data and helps marketers respond with relevant offers. Continuar leyendo «By Combing Social Media, LocalResponse Gets Down to Business»

Jim Skinner, CEO de McDonald’s, dice adiós al gigante de la comida rápida

Don Thompson, que se unió a McDonald’s en 1990, se convirtió en COO en enero de 2010 y antes de eso sirvió como presidente de McDonald’s Estados Unidos. En su declaración, Thompson recogió que su equipo es fuerte y que mantendrán su atención sobre la estrategia y sus tres prioridades globales, es decir, optimizar el menú, modernizar la experiencia del consumidor y ampliar su accesibilidad a más clientes. Quieren garantizar que McDonald’s sea el lugar preferido de sus clientes para comer y beber.

http://www.marketingdirecto.com

Después de 41 años en la cadena de comida rápida más grande en el mundo a nivel de ventas, el vicepresidente y CEO de McDonald’s, Jim Skinner, se retirará a finales de junio. El presidente y director de operaciones Don Thompson tomará el relevo de Skinner a partir del 1 de julio. El conocimiento y liderazgo de Skinner ha aportado una gran parte de su saber hacer a la compañía y Thompson es el sustituto ideal por su trayectoria en la empresa según declaraciones de McDonald’s.Skinner, de 67 años, se convirtió en CEO en 2004 después de que su predecesor se retirara por enfermedad.

Jim Skinner fue parte del grupo que creó el “Plan to Win“, que ha formado parte de la estrategia de la compañía desde 2003. Según sus propias declaraciones, hacer lo correcto para los consumidores y para la empresa ha sido su pasión durante sus años en la compañía que tiene 68 millones de clientes en todo el mundo.
Continuar leyendo «Jim Skinner, CEO de McDonald’s, dice adiós al gigante de la comida rápida»

Time to Redefine «Innovation»

Yes, this is an exciting, forward-thinking conclusion, but it is also a daunting one. The ante has been upped: no longer is it enough to want to create «the iPod» of a given industry and follow in Apple’s much-admired, design-worshipping footsteps. Companies have to «think different,» as Steve Jobs always encouraged his team to do.

Of course, simply copying how a successful company does things «different,» won’t automatically ensure parallel results. You have to rethink what «think different» really means in 2012–for you. Are your company’s innovation efforts really resulting in unique work? Do you have original human resources policies to retain your top performers and to recruit—and retain–the next generation of leaders? Will your own management style help define, or at least reflect, the winning business strategies of the 2010s, and not the outdated leadership tactics of the 2000s?

These questions, which can be tough to confront and to answer, are not only good for innovating your offerings, but they’re also generally good for business too. Daring to be different and not just think different can reap long-term dividends. In other words, doing business as usual means you could be out of business sooner then you think. Straying from tradition–conducting business as unusually as you can– might keep you in business longer than your critics and competitors have expected–as IBM and Google have proved.

By Doreen Lorenzo -http://designmind.frogdesign.com

Despite the many case studies and op-eds you might read on the importance of «innovation» as a strategy, in real life many businesses are struggling to be innovative. It doesn’t mean that they can’t come up with enough new ideas or that they don’t have creative people on staff. Instead, executives might find that they cannot implement innovation within their company’s structure, or that they get bogged down by distractions that only seem to be taking them on the path to inventions that are timely–and potentially profitable.

In addition, many of the barriers to corporate innovation are forces that are much bigger than internal ones. These hurdles range from the economic challenges in Europe; entire industries dying or at least experiencing troubling states of transition (print and television media, for example, or investment banking); and the shifts in global financial power that are taking place (the rise of China and India, among other «emerging» markets). Continuar leyendo «Time to Redefine «Innovation»»