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11
Made up their own minds?
Filed by Kate Pounder on 11-11-2006

Speaking of McDonald’s, the latest Hitwise newsletter rates the McDonald’s Public Relations consumer education website makeupyourownmind as one of its fastest moving websites over the last month.

Apparently the makeupyourownmindwebsite was rated 16,447 in Australia up to the week ending Saturday 16th September. One month later, it was ranked 1,284 (on the back of a saturation marketing campaign).

Hitwise also reports that the primary visitors to the site are “better-off families in core suburban and rural fringe locations” (25.52%) while the second highest group can “best” be described as “disadvantaged peripheral urban and country neighbourhoods” (14.84%). I guess the campaign failed with inner city latte-ites, but then they’re probably not McDonald’s core customers.

The makeupyourownmind campaign is widely regarded as a preemptive strike ahead of the release of the film Fast Food Nation. McDonald’s deny this. Apparently they just happened to be running a consumer education campaign at the same time as the movie came out, and it’s a coincidence that the campaign launched the week before Eric Schlosser (the author of the book on which Fast Food Nation is based) arrived in town.

I’m guessing the makeupyourownmind web campaign is the brainchild of interactive marketing agency Tribal DDB because the makeupyourownmind domain name is registered to Emily Thompson, a senior account manager with Tribal DDB. Her profile on the Tribal DDB website says she “services some of [their] most challenging accounts.” If they say so.
In a case of interactive marketing agencies at twenty paces, the ABC has a nice report explaining how Peter Bray from the Clear Blue Day online marketing company cheekily bought the makeupyourmind.com.au domain name, and redirected it to the Fast Food Nation’s Australian website.

Bray told the ABC that the website was not affiliated with the film or activists. However, I saw a print ad for the film about a week before it’s Australian release, and the website was mentioned in the ad. This was the first I’d seen of it, so I assumed it was the official website of the film. As the website mirrors the look of the McDonald’s site, and is hosted on Dendy films, seems like there must have been some communication between Dendy and Clear Blue Day.

So far as I can tell, the makeupyourownmind campaign is Australia specific. While that may support McDonald’s claim that the push has nothing to do with the release of Fast Food Nation, it could also reflect the fact that the Australian arm of McDOnald’s seems to place the highest premium on conveying a ‘we can be healthy, too’ image, for example, through the launch of the ’salads plus’ range.

Personally, I was bemused by the the makeupyourownmind TV ad campaign because it drew attention to some of the negative claims about McDonalds (and I didn’t really pay attention to the rest of the ad where they “proved” these were wrong). Seems like a risky marketing strategy - but then, with so many people visiting the website, maybe it’s paid off.

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6 Comments posted on "Made up their own minds?"
Jackie on November 13th, 2006 at 1:27 pm #

That ad campaign of theirs is truly mind boggling. It is so light on facts and yet has a factual format. I would love to have been a fly on the wall at their market research focus group testing of the concept. “If we get a woman in a lab coat to say that McDonalds food does TOO contain some traces of real meat, will you believe it?” “Yeah sure, why not? Can I have my $20 now?”

I love Science Inc.


David on November 13th, 2006 at 2:40 pm #

It’s called salt and pepper. Der.


kpounder on November 15th, 2006 at 7:40 am #

The one that always gets me is when the “friends” visit the laboratory to see the nutritionist, and at the end they see a couple of people sitting amongst the beakers in lab coats eating McDonald’s burgers.

The “friends” say something like “Are those people testing the burgers?” and then the nutritionist laughs and says “No silly, they work here.”

I always think how sad that image is. Imagine a job where you had to eat your hamburgler lunch sitting in an lab without natural light, surrounded by testing equipment and chemicals.


Jackie on November 15th, 2006 at 1:48 pm #

It’s true, Kate. That is really depressing. Someone should start a petition - “Free the McDonalds lab humans”.


kpounder on November 15th, 2006 at 6:46 pm #

Hey, great idea. But see, now I’m wondering if they had to go out to a McDonald’s to get a burger, in which case, WHY COME BACK??

Or maybe they serve Big Macs in the canteen at McDonald’s HQ.


Jackie on November 16th, 2006 at 3:46 pm #

Maybe that take ‘em right out of the petrie dishes they grew out of.

BTW, I love how your spam filter is also a filter for poor adders. There is no WAY someone who can’t add 7 and 9 should be allowed to post here. (I may have just shot myself in the foot).


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