Integrated Marketing Campaign of McCafe

Mcdonald’s has recently launched McCafe throughout Canada. To support the launch the company is using a multi media campaign – TV, radio, outdoor, web, digital, social media, and promotion.

Ø  In your view, is this good example of an IMC (integrated marketing campaign). Why?

Ø  How is McCafe positioned – write a positioning statement for McCafe.

Ø  What is the Creative Strategy/Copy Platform?  Is this evident in all the communication elements? Is it evident in store?

Ø  In your view what is the big idea of the campaign? Does it work well in all the IMC elements?

The links below are articles that provide background on the launch and the communications along with the companies that produced the campaign elements.  The Strategy article has a link to the Television ads. You can also find information on McDonald’s McCafe site: 

http://www.mcdonalds.ca/ca/en/mccafe.html

http://business.financialpost.com/2011/11/17/mcdonalds-makes-an-espresso-push-with-mccafe/

http://www.marketingmag.ca/news/marketer-news/mcdonald%E2%80%99s-goes-big-with-mccafe-launch-40213

http://strategyonline.ca/2011/11/16/mcdonalds-ups-the-coffee-ante/

Summary:

The assignment in marketing is about Integrated marketing campaign for McDonald’s McCafe. McCafe has been launched in Canada. This is a case study which involves the use of digital marketing and social media marketing apart from regular marketing such as TV and radio. All these more are discussed in detail in the solution.

Total word count is 693

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