McDonald’s

How McDonald’s uses content to engage families.

BACKGROUND

Working with a leading food brand

McDonald’s is a globally renowned brand that goes far beyond just burgers and fries. Committed to being an integral part of local communities, McDonald’s promotes core values of service, inclusion, integrity, and community. With a mission to deliver “delicious feel-good moments” to everyone, McDonald’s continually works to create positive experiences not only for customers but also for employees, suppliers, and franchisees.

Our collaboration with McDonald's comes at a time of increased competition and evolving consumer expectations. As customers increasingly prioritize experiences over traditional food offerings, McDonald's has transitioned its focus from simply providing food to delivering memorable experiences. Together, we aim to strengthen the brand's connection with consumers by innovating around these shifting priorities and ensuring McDonald’s remains a leader in delivering value through authentic, experience-driven interactions in an ever-competitive landscape.

CHALLENGE

Reinforcing McDonald’s role in family leisure moments

McDonald’s sought to strengthen its association with family leisure activities by creating a new section on its website dedicated to showcasing various cultural and entertainment events. The goal was to build an interactive agenda featuring diverse events such as theatre performances, theme parks, museums, outdoor adventures, and workshops. Each event listing would encourage families to end their day on a high note by visiting the nearest McDonald's restaurant.

The challenge extended beyond simply providing event information. McDonald’s also aimed to enhance its SEO performance for keywords related to family leisure activities, so that users searching for family-friendly outings would associate their moments of relaxation and enjoyment with a visit to McDonald’s.

SOLUTION

Curated content that brings fun and food together

To meet McDonald’s objectives, we developed a thorough content strategy that brought together detailed event listings and smart SEO optimization. Our approach included:

A dynamic cultural agenda for families

For each event, we crafted a clear, concise overview highlighting essential details like dates, prices, locations, and target audiences. Each description was designed to spark excitement and provide families with a clear sense of what they could look forward to, making it easy for them to plan memorable outings together.

Tailored invitations to McDonald’s restaurants

At the end of each event listing, we included a call-to-action inviting families to visit the nearest McDonald’s restaurant. To make this seamless, we added all relevant details, including the restaurant’s address and coordinates for Google Maps and Waze, making it easy for users to find their way.

SEO-focused strategy

We optimized the content with strategic keywords related to family leisure and events, ensuring that McDonald's would appear in search results for users seeking activities for their families. This strengthened McDonald's online presence and connected its brand with fun, family-oriented moments.

Practical tips for families

Our blog posts offered families a wealth of practical tips to make the most of each event. From insider advice on navigating venues to suggestions for family-friendly activities nearby, each post was crafted to provide valuable, actionable insights that helped families plan seamless and enjoyable outings together.

“We wanted to craft content that families could truly rely on, while reinforcing the idea that McDonald’s is a natural extension of their leisure time. Our blend of detailed event information and carefully tailored calls-to-action achieved exactly that.”

Raquel Cruz, Project Manager, Articulate

RESULTS

Strengthening family bonds and increasing online engagement

Our content and SEO strategy delivered strong results for McDonald’s, creating a meaningful link between family leisure activities and the McDonald’s brand. The event listings attracted traffic from families looking for entertainment options, driving engagement on McDonald’s website and increasing foot traffic to nearby restaurants.

Not only did McDonald’s achieve greater visibility for keywords related to family-friendly activities, but the curated event agenda also reinforced the brand’s positioning as a place where families can cap off a fun day together.