Google it: a fast food chain’s first un-branded SEM campaign

Have you always wondered how marketers use search engines to add value to their businesses and consumers? Well in their latest campaign created to promote a $1 soft-drink deal, McDonald’s have anonymously asked it’s audience to search Google for “that place where Coke tastes so good”.

Pitched by actress Mindy Kaling, a vocal McDonald’s fanatic, the ads are part of the chain’s first unbranded marketing campaign. Posted anonymously online not via McDonald’s YouTube channel, Facebook page or Twitter feed, the company hopes to capitalise on millions of search engine results that favour the fast-food chain. Since the advert contains no brand logos or imagery apart from the iconic red and gold colour scheme. The viewer automatically associates the golden arches when googling to discover more.

Screen Shot 2017-04-22 at 10.50.00 pm.png
Source: Mindy Kaling’s Twitter page

From the successful use of google’s ranking algorithm which is based around frequency of keywords, relevant content, quality and the number of click-throughs the advert’s search mystery is meant to mimic how teens and twenty-somethings use their phones whilst consuming media.

“This is that page for that place where Coke tastes so good. And you know where that is. Because if you’re here, you’re clearly one of those “web-savvy” types who knows how to do a Google search. A Google search for that place where Coke tastes so good.

“Even though you can’t believe everything you read on the internet, there’s A LOT of people who seem to agree. Who would lie about something as delicious as a crisp, refreshing Coca-Cola? Not the Internet, that’s for sure”. The anonymous YouTube channel notes turning passive observers to participants through the ads interactive elements.

Source: YouTube


So with over 57,000 views McDonald’s is letting the internet conversation speak for itself. Leaving me to ask if you think this has been an effective use of search engine optimisation?

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