Rather than thinking about where the ad’s appearing or how often it will run, smart brands often think about how newsworthy their message is.
For International Women’s day, McDonald’s flipped the golden arches over at one of their California restaurants. They did the same on Twitter and Instagram. Plus 100 restaurants put the ‘w’ for women’s day on uniforms and special packaging.
Not a bad way to keep their brand fresh and relevant and human. Not a bad way to get big exposure without a big media spend.
Peter Goodall is BCM’s Creative Director