Digital marketing plan for Mc Donald's opening first store in Vietnam

1. MCDONALD’S ONLINE CAMPAIGN
2014

2. Admicro knows our audience geographically, demographically and in a way behaviorally, because our five main
channels are designed to target specific groups of audiences who are classified according to their ages, genders,
interests and occupations. Moreover, with our ability to reach 90% web readers and 95% mobile internet users,
we can assure the coverage of your brand for every campaign.
We own the largest ad network in Vietnam with 200+ publishers, in which 29 are owned and exclusive. These
privileges from Admicro are, definitely of advantage to your brand. We knows our way around the websites, provide
instant supports, and are smooth with our technology and tracking systems.
For every marketing objectives, there are advertising products that can satisfy. Deeply understanding the need of the
market, Admicro has developed more than 24 product lines in diverse formats that surely answer to your marketing’s
needs.
“If digital and online are to be your main cannon, Admicro is your best choice of ammunition”.

3. Admicro platform

5. Hieu Nguyen
McDonald’s propositions
FAMILY DESTINATION, where kids and teenagers spend quality time
with family, while enjoying their favorite food.
High standard QUICK SERVICE RESTAURANT
Food of GLOBAL STANDARD & ORIGINAL BRAND
BRAND NEW EXPERIENCE in fast-food dining

6. Target customers
Family, especially Mom
FAMILY VALUE
DRIVEN
FASTER PACE
OF LIVING
• The greatest happiness of all mothers are to spend
quality time with family and to see their children
having good time.
• High quality food serving “truly” fast is a perfect
choice for busy moms and dads in modern society.
Kids, teenagers, youngsters
BRAND-
CONSCIOUS
TRENDY,
FASHIONABLE
• Vietnamese youngsters want to become a global citizen. Their
prior awareness of McDonald’s global brand motivates them to
come and “taste”.
• Young people are trendy, highly receptive to new experience and
easily influenced by friends and celebrities.
• McDonald’s could be perceived in human mind since people are
little kids.
LOVE NEW
EXPERIENCE

7. McDonald’s 1st restaurant launch
Media Plan

8. Marketing objectives
• Announce the first opening of McDonald’s restaurant in Vietnam
• Encourage McDonald’s restaurant visits
• Educate Vietnamese consumers about McDonald’s core values
• Let Vietnamese consumers go through McDonald’s unique experience.

9. Employ Admicro’s wide network to achieve extensive brand coverage in a short time
Integrate media strength with McDonald’s promotion to motivate restaurant visits in the opening day
Leverage digital capacity to create virtual customer experience
Utilize advertising products which generate strong impression and immediate awareness
Marketing solutions
Grand Opening Focus:

10. Afamily audience
The main readers are office ladies, young moms and just
married wives, who are mostly from 22 to 45 years old
(highest percentage are from 25 to 45 years old)
They live largely in two big cities: Hanoi (38.8%) and Ho
Chi Minh city (35.6%) and shatteringly in other cities.
Top 7’s most loved sections on Afamily are: Beauty, Office,
Lifestyle, Delish - DIY, Entertainment backstage, Love –
Marriage, Mom & Baby
Audience Characteristics
Active, young, and modern women who are driven to
catch the latest trends, events and news. They always
wish to attain more valuable information about services,
products and guidelines that are useful for their busy
lifestyle. Afamily audience tend to be more westernized
than Eva’s and 24h’s. They mostly like to catch the latest
trends on health, cuisine and culture from the world.
They also pay attention to social and office issues with
candid and honest opinions.
Main channels
Kenh14 audience
• Gender: 48% are males while 52% are females
• Most readers on Kenh14 are from 16 - 25 years old
• Hottest sections on Kenh14: Entertainment, Social, Lifestyle,
Fashion, Humor…
• Kenh14 audience are mainly youth who are active in
learning and searching for new things and like to express
their inner self. However, they are always the hardest
audience to please. Information that are irrelevant to their
hobbies and interests or news that are boring, dull and
lengthy get instant rejection. Thus, how Kenh14 does is to be
in search for new things, and new way of delivery which the
audience will surely be attracted from the first look. In
addition, Kenh14 also focuses on create personal space for
the audience to express their thoughts and opinions. .
 Keywords about Kenh14 audience are: Young, Cool,
Active, Hard to please and Love to learn…
 Keywords on how Kenh14 do what they do: Creative,
Impressive, Fast, Dynamic, and Open…
Afamily.vn & Kenh14.vn

11. Media plan
Phrase 1: Information
Jan 20 – Jan 25
▪ Content: Information of
McDonald’s arrival in Vietnam
▪ Medium: PR Articles
▪ Website: Mass coverage
Phrase 2: Customer Experience
Feb 26 – Feb 3
▪ Content: Virtual customer
experience & grand opening
announcement
▪ Medium: Interactive landing
page, Banner, AdPage, Social
Media, Mobile Ad
▪ Website: Mass coverage
Phrase 3: Launching
Feb 3 – Feb 8
▪ Content: Constant reminding
of the Opening Day
▪ Medium: Banner, Social
Media, Mobile Ad, PR Articles
▪ Website: Mass coverage

12. Phase 1 - Information
Action: Provide information about McDonald’s arrival in Vietnam
PR Angles
PR objectives Key points PR angles Website
Introduce and
announce to the
public the arrival
of the giant food
brand McDonald's
in Vietnam
What's the opening of the
international food brand like
McDonald's mean to
Vietnamese?
The mark of globalization for the
economic growth in Vietnam by the
arrival of the well-known brand
Dan Tri, Vneconomy,
Zing, Thanh Nien,
VnExpress
The new dining destination for families
and the new living experiences for
Vietnamese youth
Dan Tri, Kenh 14, Afamily,
Gia Dinh Net, Thanh
Nien, Zing
Testimonials from celebrities
to star youth about their
feelings toward McDonald's
opening
Testimonial from celebrities with kids
about their excitement for a new
family destination
Kenh 14, Dan Tri, Afamily,
Gia Dinh Net, Soha, Ngoi
Sao, Eva
Interview hot teens for their thoughts
on the first ever McDonald's in
Vietnam
Kenh 14, Zing, Soha,
Ngoi sao, Hoa hoc Tro,
24h

13. Phase 2 – Customer experience
Mobile AdBanner AdPage Social Media
Drive-thru 24h service Core MenuKid PlayPlace
Build a landing page where people join in a storyline to experience 4 distinctive services of
McDonald’s:
Interactive landing page
Format: Flash design which requires simple interactive action (clicks) from users.
Action: Invite audience to a McDonald’s Tour

14. Phase 2 – Customer experience
Mobile AdBanner AdPage Social MediaInteractive landing page
By lucky draw, 200people completing the “McDonald’s Tour” will receive free tickets
for free meals.
Complete the
McDonald’s Tour
Share on Facebook
Results will be
announced on Feb
5th, 2014
Action: Invite audience to a McDonald’s Tour

15. Phase 2 – Customer experience
24/24
end
Landing page Demo
Action: Invite audience to a McDonald’s Tour
“Virtual McDonald's tour, chance for real free meal”

16. Phase 2 – Customer experience
Mobile AdInteractive landing page AdPage Social MediaBanner
Balloon Ad & CPM Mass: serves as an invitation to McDonald’s Tour and the announcement of
Grand Opening Day.
Balloon Ad is a form of Banner which stays at the right bottom corner of the webpage. When the
audience scrolls the page down, Balloon Ad automatically expands and immediately catches
attention of the audience.
CPM Mass is a Banner Ad (size 300x250 px) which appears on prominent positions of the
webpage. Customers are charged for every 1,000 impressions of the ad.
Websites:
Action: Invite audience to a McDonald’s Tour

17. Phase 2 – Customer experience
Balloon Ad Demo
Action: Invite audience to a McDonald’s Tour

18. Phase 2 – Customer experience
CPM Mass – Hot banner 300x250px CPM Mass – Double Top Banner 980x90px
CPM Mass Demo
Action: Invite audience to a McDonald’s Tour

19. Phase 2 – Customer experience
Mobile AdInteractive landing page Social MediaBanner
AdPage is an exclusive informative webpage of one brand, a combination of PR article and
Display Ad.
AdPage promotes the consistency of brand exposure since the whole page design is in favor of
one exclusive brand.
AdPage is charged based on the number of article views, therefore, ensures campaign
effectiveness.
Websites: Kenh 14 & Afamily
AdPage
AdPage Demo
Action: Highlight McDonald’s core values
PR

20. Phase 2 – Customer experience
Action: Highlight McDonald’s core values
PR objective Key points PR angles Website
Cultivate the value and
the highlights of the
services that
McDonald's brings to
Vietnam
Redefine the
definition of "fast
food" in Vietnam
McDonald's sheds a new light on the definition
of "fast food": it is good food with fast services
Dan Tri, Afamily, Vietnamnet,
Zing, Ngoi Sao, VnExpress, 24h
The nutrition facts and figures for McDonald's
meal & The strict regulations on serving time
Thanh Nien, Zing, Ngoi Sao, Gia
Dinh Net, VnExpress, Eva
The highlights of the
services that
McDonald's brings
to Vietnam
Drive-thru: the fast way of buying without
having to park your vehicles - just like the
Vietnamese way of buying street food
Dan Tri, Kenh 14, Afamily, Gia
Dinh Net, Soha, Zing, 24h
Stay late at night outside? No worry. So is
McDonald's.
Kenh 14, Afamily, Gia Dinh Net,
Thanh Nien, Soha, Ngoi Sao,
Eva
Mom can relax when visiting McDonald's now.
Let's Playplace and kids take care of each other.
Dantri, Afamily, Gia Dinh Net,
Soha, VnExpress, Eva, 24h
Interactive landing page Banner AdPage Mobile AdSocial MediaPR

21. Phase 2 – Customer experience
Action: Attract visits for the grand opening
AdPageInteractive landing page Banner
• Develop Facebook’s content and attract fans (long-term action)
• Create a Facebook’s Event Page: “McDonald’s Grand Opening in Vietnam”
• Run Facebook’s sponsored ad to increase number of people “going” to the opening day
• Share information on celebrities' Facebook page to attract fans
Social Media Mobile AdPR

22. Phase 2 – Customer experience
Action: Attract visits for the grand opening
McDonald’s VN creat the event
Facebook’s Event Page Demo

23. Phase 2 – Customer experience
Action: Attract visits for the grand opening
Facebook Sponsor Ad Demo

24. Phase 2 – Customer experience
Action: Attract visits for the grand opening
Sắp được ăn McDonald’s mà không cần phải đi nước ngoài rồi.
Tháng 2 chính thức khai trương, các bạn đi ăn cùng Ngân nhé.
Facebook Influencers viral

25. Phase 2 – Customer experience
Action: Attract visits for the grand opening
Social MediaAdPageInteractive landing page Banner Mobile Ad
• Mobile Pop-Up serves as the announcement of grand opening day.
• Mobile Pop-Up is a type of Banner which displays all over the page of mobile web, and will
automatically close after 7s.
• Mobile Pop-Up is extremely effective in creating brand/event awareness.
• Audience can click on the Mobile Pop-up to go to mobile landing page and enjoy a
“McDonald’s Tour” on mobile.
Pop Up Mobile Ad Demo
PR

26. Phase 3 – Launching
Action: Constant reminding of opening day
Social Media
COUNTDOWN BANNER (both web and mobile versions) counts down to the opening day to
constantly remind customers of the big day.
Banner
DAYS TO OPEN
Countdown Banner Demo
PR

27. Phase 3 – Launching
Action: Constant reminding of opening day
Banner
• Develop Facebook’s content and attract fans (long-term action)
• Organize mini contest and activities on the week of the opening: photo taking contest, check-in Facebook,…
Social Media PR

28. Phase 3 – Launching
Action: Constant reminding of opening day
Banner Social Media PR
PR objectives Key points PR angles Websites
Publicly announce the grand
opening and the activities on that
day
The grand opening date
and time
Announce the date and time of the
grand opening and the activities around
the opening: celebrities, free tickets…
Dan Tri, Kenh 14, Afamily,
Zing, VnExpress, Soha, Ngoi
sao, 24h
Interview celebrities and hot teens to
recap the day
Dan Tri, Kenh 14, Afamily,
Soha, Zing, Ngoi sao, Hoa
Hoc Tro, Eva

29. Timeline

30. Timeline

31. Quotation – KPI Estimate
Hieu Nguyen

32. Quotation – KPI Estimate

33. Thank you