McDonald's and other quick-service brands use Internet to build customer loyalty

Louisville, Ky.  — McDonald's recently announced the winners of its "Global Casting Call." The company received 13,000 entrants to have their faces plastered on McDonald's packaging.

 

The world's largest QSR launched the campaign in April and has since driven people to the micro-site McDglobalcasting.com, where people submitted photos and personal stories of 100 words or less about what they love.

 

According to a news release, the 25 winners will be seen on McDonald's packaging by 2007.

 

The final 25 selected "Stars" (ranging in ages from five to 60-plus years of age) were chosen based on their entries capturing the "i'm lovin' it" spirit, celebrating real people, real passions and real stories.

 

"The thousands of extraordinary entries submitted to our first online global casting call far exceeded our expectations," said Mary Dillon, McDonald's global chief marketing officer. "We're thrilled to provide the final 25 individuals selected with the unique opportunity of having their images shared with our 50 million customers a day worldwide."

 

Other QSR brands have run similar campaigns.

Taco Bell recently ended its"El Presidente" contest, where customers have the chance to be named El Presidente of Taco Bell, a title that comes with a million pesos (almost $94,000), a year's supply of Taco Bell food and Mountain Dew Baja Blast, a trip to California on the corporate jet to Taco Bell headquarters with all the perks, and best of all, no official corporate duties.

 

For its 85th anniversary, White Castle marketed TrueCastleStories.com where people tell their "White Castle story."  The site is a great way to keep customers involved with the brand, company officials said.

 

"Although I have lived in California since 1978, I was born in Chicago in 1944. I grew up near the White Castle on 111th and State Street in a section called Roseland," said White Castle's latest guest who goes by the name of CalCraver. "Whenever I had some money, I would ride my Schwinn Hornet to White Castle for Slyders and a Coke. Sometimes I would get a coupon for 10 burgers for only $1.00 and I'd eat them all."