"In a little more than 18 months, Mary Dillon, athlete, marathoner and the mother of four children, has taken the world's largest hamburger chain to venues its founder Ray Kroc could not have imagined.While Dillon, 45, who was named executive vice president and global chief marketing officer of McDonald's Corp. in September 2005, hasn't yet run a guerrilla marketing campaign, she has introduced the buttoned-down company to YouTube, Webisodes (short Web-based episodes), cell phone text messaging in Japan and podcasts, all places where its young adult and "forever young" customers now are found.
"It creates buzz and fun about the brand," Dillon said.While Dillon is not reinventing the "I'm lovin' it" marketing message made famous by her predecessor, Larry Light, in 2003, she is tweaking how that message is getting to the fast-food giant's customers by crafting campaigns for the Internet, mobile phones and other alternative outlets." Baltimore Sun 240407
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