The company of McDonald in Canada believes that using traditional advertising is not very influential. With the survey from McDonald’s Canada found that about 50% do not believe in the food and the advertising from McDonald. Therefore they decided to make a video that allows the public to ask questions about their curiosities and questions about McDonald through the internet: http://yourquestions.mcdonalds.ca/.
First of all, from the video the identification of the brand is very clear, this allows the viewers to know that this is a video from McDonald. The message from this video is very obvious as well, they would like to have public’s questions towards their company. This a very creative idea and unique for the viewers as an advertisement. Because of this, it catches attentions from the publics to their web page; we can see there are quite a lot of people asking questions about their products through this web site. By this, this could enhance the communication between the company and the customers and let more people to understand their products in a better way, rather than searching from the internet with various information. According to Peters (2003), he said the the internet is a very useful communication tool with customers, this increased the number of customers to visit their page and view their products. This could increase customers’ knowledge about their products. However, do they really answer all the questions clearly?
As we can see, they did answer the questions and provided the proofs to the public. This is very persuasive for me. This can be referring to the Likelihood Model (ELM) (Petty & Cacioppo, 1986), they found out if the people are more likely to elaborate the message, the more likely they will be persuaded by the message. In this case, when people are asking a question about McDonald, they are more likely to think about the answer as well. By doing a video like this, answering the questions from the customers can change the previous negative images about McDonald, in order to show the customers the reasons of why something is like this and how did the company do that etc. This could change consumers’ attitudes towards McDonald. Moreover,if I am the customers who got answered by McDonald, I will definitely find reinforced as it seems that they care about their customers. This may helps with the consumer loyalty.
Overall, I find this idea very creative and useful.