Hasta La Creative!

Using social media as an individual or a small brand is one thing. But being McDonalds’ in social is something else entirely.

Mr. Ropaitis: It’s [about local], and it isn’t. We are a global, decentralized brand, and rightfully so.We want our local [marketing] people making the decision for their markets. But for our larger activations, like for sports sponsorships and anything around the Olympics and World Cup, we see what’s happening during that event [and execute] localized-type campaigns [around the globe]So [we look at] what’s happening during World Cup, and trying give that feel and vibe [at a local level], and also attach that to the fun, to the nostalgia of the brand — all the elements that we stand for as a brand, so that it actually connects with our audiences.

Ad Age: How do brands fall short when trying to engage consumers in social?

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