What McDonald’s Corporation (MCD) Taught the Oil Sands

Page 1 of 2

McDonald's Corporation (NYSE:MCD)The oil sand pioneers solved the scientific puzzle of getting bitumen out of the ground using a combination of technology and innovation.

Today, the industry faces a new challenge of getting its product market. But this problem won’t be solved through engineering marvels. Instead, the solution lies in public relations and community engagement.

And the industry might be taking a page out of McDonald’s Corporation (NYSE:MCD) PR playbook.

How McDonald’s silenced its critics

In 2012, McDonald’s Corporation (NYSE:MCD) Canada stood up to its critics.

For several years the fast food industry was besieged by ever growing criticism. McDonald’s management was convinced that there were certain myths and misconceptions festering about the quality of the company’s ingredients and how its food was prepared.

In response to this problem, the company devised a bold campaign to address these misconceptions head-on using transparency to put any negative rumors to rest. The company launched a series called ‘Our Food. Your Questions.’ and encouraged customers to share their concerns. In exchange, McDonald’s Corporation (NYSE:MCD) would provide clear answers.

Customers asked questions like ‘Is the chicken meat real?’, ‘Do you use GMO ingredients?’, and ‘Are we supposed to believe your burgers are 100% beef?’

In one case a customer asked “Why does your food look different in the advertising than what is in the store?” McDonald’s Corporation (NYSE:MCD) responded by providing a behind the scenes look into how its food was prepared and styled before a photo shoot.

As reward for such an unguarded access the video has been watched nearly nine million times on YouTube. The effort silenced the company’s harshest critics and turned bench-sitters into fans. The innovative campaign even earned McDonald’s Corporation (NYSE:MCD) the title of Marketer of the Year by Marketing Magazine.

Oil industry tries the same approach

Much like McDonald’s Corporation (NYSE:MCD), the Canadian energy industry had done a poor job in making its case for further oil sands development. Prior to 2010, the Canadian Association of Petroleum Producers’ communication efforts were primary internal. This created an information vacuum for a well organized and funded environmental lobby to fill.

The industry has paid a heavy price for its slow reaction. The oil sands became the tar sands and TransCanada Corporation (NYSE:TRP)‘s Keystone XL pipeline became the front line against further fossil fuel development.

Today, the energy industry is borrowing the same techniques McDonald’s Corporation (NYSE:MCD) developed and applying them to their own communication strategy.

Page 1 of 2
Comments
Insider Monkey Small Cap Strategy
Insider Monkey Small Cap Strategy

Insider Monkey beat the market by 52 percentage points in 24 months. Our beta is only 1.2 (don't click this link if beating the market isn't important to you).

Lists

The 10 Most Expensive iPhone Apps

The 9 Most Expensive Designer Shoes in the World

The 10 Most Expensive Cigarette Brands

The 10 Most Expensive Law Schools in the US

The 10 Best Wall Street Movies

The 10 Most Expensive Golf Clubs Ever Sold

The 10 Most Expensive Golf Memberships

The 10 Best Disney Characters Ever Created

The 8 Best Foods for Gaining Weight

The 10 Most Expensive Colleges in the World

The 7 Most Memorable Ad Campaigns of All Time

The 7 Most Expensive High Schools in the World

The 10 Electric Vehicles with the Longest Range

The 10 Cities with the Worst Drivers in the World

The 10 Most Expensive Dresses Ever Created

10 Islands to Visit Before You Die

10 Famous Celebrities Who Needed Rehab

The 15 Countries with the Largest Oil Reserves

The 10 Most Overused Excuses in the World

The 5 Best iOS Apps You Can’t Get on Android

5 Companies Damaged By Social Media Blunders

The 10 Most Legendary Blues Songs

The 10 Most Lawless Places in the World

4 Reasons China is a Threat to the US

The 17 Most Sugary Drinks in the World

The 10 Most Ruthless Rulers in History

The 10 Greatest Generals in History

Top 8 Travel Destinations for 2015

The 10 Safest Dog Breeds for Children

The 10 Most Stolen Vehicles in the US

The 7 Most Expensive Celebrity Weddings

The 10 Best LoL Teams in the World

Top 10 Worst Marketing Campaigns Ever Produced

Top 5 Diets that Help You Lose Weight

The 10 Best Ways to Stay Awake

7 Artists That Switched Musical Genres

The 10 Most Expensive Cities to Live in New Jersey

The 10 Best High Schools in New York

The 10 Countries With the Least Gender Inequality

The 6 Biggest Musician-Manager Feuds

The 10 Countries with the Cheapest Gas Prices

The 7 Most Theatrical Bands of All Time

The 8 Worst Band Breakups of All Time

The 10 Most Important South American Leaders

The 7 Most Successful Casting Show Winners

The 10 Most Peaceful Countries in the World

5 Big Reasons Communism Failed

The 15 Most Famous Carl Icahn Quotes

10 Scary Animals that are Actually Harmless

The 8 Most Famous Singer-Actors in Entertainment

Subscribe

Enter your email:

Delivered by FeedBurner

X

Thanks! An email with instructions is sent to !

Your email already exists in our database. Click here to go to your subscriptions

Insider Monkey returned 47.6% in its first year! Wondering How?

Download a complete edition of our newsletter for free!