FOR THE 2015 SUPER BOWL football game, McDonald’s Corp. hatched an ambitious marketing plan — to give away an item related to every commercial airing during the game. The catch was that McDonald’s managers didn’t know what products were going to be advertised during the game. Some were surely going to be big-ticket items, such as automobiles, while others — like alcohol — would be illegal to give away as part of a contest.
Pulling off this feat required the company to assemble a digital newsroom where McDonald’s employees from marketing and legal teams, representatives from the company’s various advertising agencies, as well as employees from the company’s enterprise social technology provider, New York-based Sprinklr, could engage with the environment as it unfolded. McDonald’s ambitious marketing goal required real-time reactions and monitoring and analysis of social media trends, as well as on-the-spot decision making to produce the best spending decisions about which products to give away to maximize exposure cost-effectively. The project brought together employees from various departments and business partners to work together during the most expensive and high-profile advertising hours of the year in the United States. The effort was largely successful, drawing 1.2 million retweets, including some from high-profile celebrities such as Taylor Swift, and becoming a globally trending topic on Twitter.