Arguably McDonald’s biggest social-media success has come from the burger chain’s Canadian division – but the one of the biggest beneficiaries has been the U.S., thanks to the borderless nature of the web.
McDonald’s, which has over the past few months tapped social media to tell a story of transparency and food quality, has seen success and stumbles. But one of the biggest triumphs has come from McDonald’s Canada, which has released a series of videos answering consumer questions about the food, from why a real-life burger looks different than the one in the ads to how to make the Big Mac’s special sauce. The effort has drawn praise among marketing experts and generated millions of video views, landing it on Ad Age’s Viral Video Chart.
That platform, “Our Food. Your Questions,” is a website that allows customers to submit queries to McDonald’s Canada, which answers some of them with videos. One was a behind-the-scenes look at a photo shoot for one of the chain’s burgers; another featured McDonald’s executive chef Dan Coudreaut in a cooking-show-style format showing viewers how to make a Big Mac and its special sauce at home.