Is playing it safe in social as effective for McDonald's as its advertising?

Last month, McDonald's was named as the Cannes Lions International Festival of Creativity's creative marketer of the year.

Is playing it safe in social as effective for McDonald's as its advertising?

The prestigious award, which will be presented to the fast-food company next month, celebrates "creative excellence in brand communications".

In terms of its ads, which in the UK are created by Leo Burnett, there is no doubting the quality of its output and the valuable contribution this made to its well-documented "McMakeover".

What about its social presence? While it is quick to respond to questions and has a good tone of voice, McDonald’s UK social channels play safe by mainly promoting its products.

Perhaps its experience of having Twitter activity hijacked by detractors has made McDonald’s wary of sticking its head above the parapet.

Nonetheless, while it may be a hate figure to some, it can still rely on celebrity fans throwing the odd positive mention to their millions of followers.


Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 PHD and ITV storm Media Week Awards

PHD reigned supreme at the 2016 Media Week Awards, after winning media agency of the year and the coveted Grand Prix for its work for Sainsbury's Christmas campaign, while ITV won sales team of the year.

Just published