Via Ambient Media in Social Media - Best Practice of Mc Donalds or Starbucks ?

I am one of those people who go totally into funny and unusual advertising. Especially when you can participate. This goes to show us how easy it is to animate Mc Donald's people to continue to carry a brand. In London, the world famous Piccadilly Circus, McDonald's uses a billboard, which means funny animated images in part, leads people to deal with the billboard in the background - and thus also with the Mc Donald's logo - to be photographed:

( via )

Mc Donalds is quite large in ambient media, there is hardly a village without posters, billboards and street posters with the big yellow "M". However, there was at the burger giant and embarrassing actions in the field of Ambient, see this billboard . By and large, it creates the brand but always good to bring into our living environment, as well as the example of "Late Night" shows beautifully.

The example at Piccadilly Circus is a great idea to take the brand into the social networks of people, but the idea is in other social media campaigns Mc Donalds less. Late last year, for example, the Burger Brater has invested over 100 million U.S. dollars into the campaign Mc Café, which provided for in the Media Mix TV, print, radio, billboards and Internet ads. Social Media elements have not (or rarely) taken. Why not?

Although Starbucks said no customers at Mc Café loses ( via ) countered rival Starbucks coffee with a campaign (created by BBDO). And this is, in comparison to Mc Donalds, the total social media aspect to the front ( via ): So as Starbucks calls its more than 198 000 Twitter followers to publish on, photos of new billboards, via Twitter, Flickr or Facebook. Schwups - again make the bridge between billboards and ambient media Social Media In order to highlight viral effect of pushing to be published videos of coffee experts via Youtube, which have been designed purely for dissemination on the Internet. In addition to Twitter and YouTube integration is also a huge Starbucks fan community on Facebook with more than ~ 1.7 million members, and is even an application available which supports MyStarbucksIdea, which employees can submit ideas regarding future slogans ( crowdsourcing ).

Now what do I know the bigger impact had not unfortunately. To allow Mc Donalds with the classic campaign, which had a huge budget to work with, or Starbucks in an attempt interactivity between brands and consumers. However, it is known that the resonance is fairly decent at the Starbucks campaign:

So far, the tone of the conversations about the campaign is overwhelmingly Favorable with 48% regarding it as positive, 43% as neutral and only 9% as negative. (Source: Sysomos blog )

I personally speak the Starbucks on more measures, but one must remember that the open dialogue also involves risks (see here and here ). That is, the brand identity is being carried on from person to person, indeed, what every one to seals of associations, however, is no longer controlled and can image diluted.

And so I come to the conclusion:
There are also Facebook apps for Starbucks products, such as "Send Starbucks" , which is however not from Starbucks. What we learn from it: Even if a global company like Starbucks or McDonalds, and how glad they all NOT actively participating in social networks, so that does not mean that their brands are not well represented there. No, the fact is that there are more and opinion leaders who promote the communication of brands and opinions, whether positive or negative spread, the net result is the need to participate in the communication on the Internet -. And very particularly in the social networks - depending on which platform should be more or less obvious to shape opinion and dominant brand images.