Principles of Social Media Advertising and Promotion in the Restaurant Sector

TASK 2
‘’Which types of promotion and advertising are more appealing for a company in the
restaurant sector? In what way are legal and ethical principles affecting the
advertising campaigns in the restaurant sector?’’
1. One of the major social media marketing campaign performed by MacDonald was ask
McDonald's which was mainly focused on attaining customer engagement through
answering questions asked by its customers. It was planned to enhance its brand image
and to show that the company is concerned about the preferences and interests of their
customers. The name of the campaign organised was “ Our food, Your questions”. The
main purpose behind organising this campaign was to enhance influence of the
organisation on its loyal customers and increase familiarity of consumers with the
operations and ethics of the company. It was mainly conducted to promote clarity in the
minds of potential consumers regarding the myths and misconception related to
packaging, new launches and quality offered in a range of food products. These rumours
and misunderstanding regarding the quality of food is the main cause of organising this
campaign. This marketing campaign of McDonald's was a recurring event consisting of a
range of sessions which took place in subsequent years.
2. The main social media platforms that the organisation used in overall organisation and
execution of the company was mainly included YouTube and Facebook. The questions
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were reported to the directed website which was created specifically for submitting
questions. These questions were submitted through logging in through mainly Facebook
accounts along with twitter. The most relevant questions that were sited mostly includes
asking concerns related to the use of ingredients and storage of food items after their
preparation. Moreover, these questions were related to the upkeep of food items and
people were asking questions related to freshness of the ingredients of food items.
YouTube was the major digital social media platform which was used in delivering
videos answering to all frequent and repeatedly asked questions. The most popular video
of this campaign starring Hope Bagozzi, creative and national marketing director at
McDonald's Canada who explained why a hamburger shows differentiation of display in
advertising as compared to when it is bought or consumed from the restaurant. The
digital marketing tools of YouTube and Facebook are effective in measuring
performance through analysing customers engagement in the campaign of McDonald's.
The company reviewed engagement of customers through addressing the questions and
evaluate number of questions asked. YouTube facilitated this campaign and performance
was evaluated through the number of views, likes, comments on videos uploaded during
the whole campaign.
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