Análisis y desarrollo de la campaña publicitaria para McDonald’s - momento crispy
Date
2023-02-17
Journal Title
Journal ISSN
Volume Title
Publisher
Pontificia Universidad Católica del Perú
Abstract
Esta información es importante a considerar para la marca de McDonald 's ,debido a que, es
una propuesta de campaña multisensorial en donde la agencia busca brindar una experiencia
única y propia por parte de McDonald' s para todo su público. En base a ello, esta campaña
tiene como objetivo poder generar experiencias por medio de lo culinario con McCrispy, ya
que, no solo debe seguir cautivando el paladar del público de McDonald’s; también, se busca
generar nuevas experiencias a las personas que aún no conozcan el producto. El trabajo
realizado en campo se basó en entrevistas, debido a que, se busca brindar experiencias
sensoriales. Es decir, apreciar detalladamente los comentarios de las personas cuando hablan
de pollo McCrispy. Luego, se elaborarán encuestas de un alcance de 80 personas para tener
indicadores como: momentos para compartir, sabores y complementos elegidos por las
personas. Los resultados que se encontraron fueron con respecto al sabor, es decir que las
personas valoran mucho el sabor que encontraban en el pollo McCrispy. Otro punto relevante
estuvo relacionado al cómo les gusta consumirlo. La gran mayoría prefiere ir acompañado
con amigos. Por último, los entrevistados acotaron que les agradan los paquetes que ofrece
McDonald 's, ya que les permite experimentar con todos. Es por ello que, según lo obtenido
en el campo, se brindará una campaña que gire entorno a lo multisensorial, pues el pollo
McCrispy te regala esos momentos en donde todo tus emociones y sentidos se encuentran al
máximo para un mayor disfrute, esto es un “Momento Crispy”, un momento en el que se
generan experiencias con el producto.
This information is important to consider for the McDonald's brand, because it is a multisensory campaign proposal where the agency seeks to provide a unique and own experience by McDonald's for all its public. Based on this, this campaign aims to generate experiences through the culinary with McCrispy, since, not only must it continue to captivate the palate of the public of McDonald's; also, it seeks to generate new experiences to people who still do not know the product. The field work was based on interviews, because it seeks to provide sensory experiences. That is to say, to appreciate in detail people's comments when they talk about McCrispy chicken. Then, surveys were conducted with a scope of 80 people in order to have indicators such as: moments to share, flavors and complements chosen by people. The results that were found were related to flavor, that people highly value the flavor they found in McCrispy chicken. Another relevant point was related to how they like to consume it. The vast majority prefer to be accompanied by friends. Finally, the interviewees noted that they like the packages offered by McDonald's, since it allows them to experiment with everyone. That is why, according to what was obtained in the field, a campaign that revolves around the multisensory will be offered, because the McCrispy chicken gives you those moments where all your emotions and senses are at their maximum for greater enjoyment, this is a "Crispy Moment", a moment in which experiences are generated with the product.
This information is important to consider for the McDonald's brand, because it is a multisensory campaign proposal where the agency seeks to provide a unique and own experience by McDonald's for all its public. Based on this, this campaign aims to generate experiences through the culinary with McCrispy, since, not only must it continue to captivate the palate of the public of McDonald's; also, it seeks to generate new experiences to people who still do not know the product. The field work was based on interviews, because it seeks to provide sensory experiences. That is to say, to appreciate in detail people's comments when they talk about McCrispy chicken. Then, surveys were conducted with a scope of 80 people in order to have indicators such as: moments to share, flavors and complements chosen by people. The results that were found were related to flavor, that people highly value the flavor they found in McCrispy chicken. Another relevant point was related to how they like to consume it. The vast majority prefer to be accompanied by friends. Finally, the interviewees noted that they like the packages offered by McDonald's, since it allows them to experiment with everyone. That is why, according to what was obtained in the field, a campaign that revolves around the multisensory will be offered, because the McCrispy chicken gives you those moments where all your emotions and senses are at their maximum for greater enjoyment, this is a "Crispy Moment", a moment in which experiences are generated with the product.
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Keywords
Campañas publicitarias, Alimentos, Corporación McDonald's
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