Case Study

McDonald’s Amplifies Positive Earned Media

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Introduction

McDonald’s is the world’s leading global food service retailer with over 36,000 locations in over 100 countries. McDonald's serves some of the world’s favorite foods —World Famous Fries, Big Mac, Quarter Pounder, Chicken McNuggets, and Egg McMuffin.

The Challenge

When Yahoo! Sports ran a story on Super Bowl MVP Joe Flacco’s celebratory visit to a local McDonald’s in Baltimore, the iconic restaurant chain turned the excitement into a real-time marketing win with help from Outbrain.

The Solution

Beginning in 2012, McDonald’s started using Outbrain to amplify trusted, positive media coverage to engaged audiences reading content on equally trusted publishers’ sites. For example, McDonald’s amplified previews of its Fish McBites and new low-calorie menu options.

Outbrain is part of our PR arsenal now. We’re not only able to use it strategically for earned media; we’re using it opportunistically as well. We plan to do more this year.”

Molly McKenna, Director of Public Relations at McDonald’s USA