McDonald's Launches 'Moments of Joy' in 24 Cities in 24 Countries on March 24
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Some Philippine consumers this week may be surprised by a toll booth turned into a McDonald’s drive-thru, which will treat them to a free toll and a free breakfast. Others in Ho Chi Min City may get customized Coke cans with McDonald’s #ImLovinIt printed on the side. In Sydney, people will be encouraged to jump into a coffee-cup-shaped ball pit.
These elements are part of an ambitious McDonald’s global marketing effort that will take place simultaneously in 24 cities in 24 different countries on March 24. The campaign, called “Moments of joy,” is the latest iteration of the chain’s brand refresh launched early this year. “Moments of joy” marks McDonald’s biggest global push since “I’m lovin’ it,” said McDonald’s Senior Director-Global Brand Development Matt Biespiel.
The move comes, said Mr. Biespiel, as the company seeks to connect with young people. To reach that audience, he said that McDonald’s is working to evolve into more of a content producer rather than simply a large advertiser that buys massive amounts of traditional media.
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