Drugi jezik na kojem je dostupan ovaj članak: Bosnian
McDonald’s in Egypt deliberately made spelling errors on its donation boxes in October and recruited social influencers to share the mistakes online and encourage viewers to mock the company. McDonald’s then revealed that their errors were designed to raise awareness of (and money to combat) inequality in education – a major issue in Egypt.
Not everyone has the required education to notice such spelling errors. The video explaining McDonald’s strategy went viral, with 1.1 million views within 12 hours of its release and over five million since then.
Analyzing why this campaign was so popular, TrendWatching points out that most customers aren’t in love with your brand. In fact, the only love customers will show towards most brands is the love shown in celebrating their screw ups! And that’s exactly what happened here. But in sharing their schadenfreude, they were also doing exactly what McDonald’s wanted.
In that sense, McDonald’s ‘mistake’ was actually very smart, since it made visible an important topic by allowing itself to be bashed, which people jumped on, only to reveal the true goal and collect praise for their creative approach later.
TrendWatching notes that you don’t need to be sloppy to stand out. But in a world of absolute and total abundance, cutting through the noise gets harder every day. Two counter-intuitive points you could discuss with your team is when could being ‘wrong’, be right? And second, what would your next campaign look like if you started from by assuming customers didn’t love your brand?