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McDonalds suffers difficult second album syndrome with Raise Your Arches follow-up, data finds [Video]

McDonald’s follow-up to its highly acclaimed ‘Raise Your Arches’ campaign, has failed to have the same impact as the original, according to data from System1 shared with Marketing Week.

‘Next Stop, McDonald’s’, by Leo Burnett, achieves a “good” score of 3.1 stars, but it falls short of the “very strong” 4.7 stars ‘Fancy A McDonald’s’ received.

Like the first ad, which launched in January, McDonald’s new spot shows a range of friends, families and a bus full of school kids stuck in traffic who all decide to make a detour to McDonald’s, indicating their plan by raising their eyebrows to the tune of Yello’s Oh Yeah.

McDonald’s is suffering from “difficult second album syndrome”, says Jon Evans, chief customer officer at System1. This is due to the emotional response audiences have to a traffic-filled ad, compared with the joyfulness of going to McDonald’s on a lunch break, he says.

McDonald’s achieves ‘exceptional’ branding score with eyebrow raising adThe lack of impact is down to “lots of unresolved anger”, Evans says. …

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