The Real Story Behind McDonald’s Foursquare Campaign (by @baekdal) #insights

We all heard about McDonald’s supposedly 33% increase in foot traffic via a very small $1,000 foursquare campaign. Thousand of people tweeted it, and many so-called social media experts jumped on it like hungry sharks. But, it also didn’t take long before more serious people started to question the result.

One of the first ones to speak out was Olivier Blanchard (@thebrandbuilder). He tweeted:

Right idea but HORRENDOUS analysis by McDonalds.

  1. This was a contest with gift cards as the carrot. Long term impact: zero.
  2. Measuring Foursquare check-ins does not measure increased foot traffic. Only Foursquare check-ins.
  3. If you want to measure foot traffic, measure ACTUAL foot traffic. Metrics are not randomly interchangeable.
  4. If you cannot measure the financial impact of your campaign, all you know is its cost. You didn’t measure the outcome.
  5. Measure conversions: reach > response > visits > check-ins > transactions > revenue > repeat.

Great post on the entire #McFib debate with additional insight by Olivier himself over at http://thebrandbuilder.wordpress.com/2010/09/17/what-mcdonalds-got-wrong-abou…

Advertisements

Leave a Reply

Please log in using one of these methods to post your comment:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s