McDonalds and Social Influence Marketing
Here's another example of Social Influence Marketing. Over in the UK, McDonalds has launched a national advertising campaign to convince parents that the Happy Meals are healthy. The TV campaign is aimed at reassuring parents that only high quality beef, chicken and potatoes are used in the Happy Meals. The 5 million pound campaign is the first time that McDonalds has tried to establish a relationship with parents about healthy eating. So rather than market to that actual consumers of McDonalds, the company decided to target the influencers who control the person strings. The parents aren't the ones having the Happy Meals, but they're certainly the social influencers. Avenue A | Razorfish is involved in the digital campaign.
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