Area McDonald’s restaurants are giving consumers new reasons (and excuses) to think about breakfast via a new online campaign and interactive Web site.
Through its Morning Impaired campaign, McDonald’s is building new buzz around its breakfast line at McMornings.com. The Web site, which launched this week, was designed to bolster the concept among Hispanic consumers of eating breakfast on a regular basis. Some 35% of Latinos do not eat breakfast each day, according to The NPD Group.
“Breakfast is a very important business for us,” said Gretchen Crichton, McDonald’s marketing director for the greater southwest region. “McMornings.com is a humorous way to talk to our consumers and have fun with the brand. We want to convey that you can fit McDonald’s into your hectic lifestyle.”
On the bilingual site, consumers can view McDonald’s breakfast menu choices, find area restaurants and register for the McMornings Club to receive updates on menu items via email.
In addition, consumers can have some fun with the brand (and their boss) by using the site’s Excuse Generator 3000. Consumers can choose from four excuse generators (a doctor, mechanic, alien or special agent) to generate the “perfect excuse” for being late to work because they stopped for breakfast. In Mad-Lib style, viewers populate a form with verbs and nouns to generate their “excuse” including serious medical condition, major vehicular drama, unscheduled alien abduction and courageous covert operation.
The campaign is running in 24 markets in nearly 2,000 U.S. restaurants. Dallas-based Moroch Partners and Moroch Latino, handles.
“The Internet is just another way to encircle the consumer,” said Rob Boswell, Moroch president. “It allows people to be surrounded by the brand in a way that puts a smile on people’s faces.”
In select markets, McDonald’s will fuel the campaign with street teams initiatives and radio station partnerships offering consumers a chance to sample McDonald’s new coffee blend and win food prizes.
The promotion is ongoing. TV spots and radio spots, online materials and P-O-P support.
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