Dalton Agency Brings McDonald's Street Marketing To Life

Dalton Agency Brings McDonald's® Street Marketing To Life

Dalton Agency's largest client McDonald's is all about community and having fun and what better way to embody the family friendly values of the Golden Arches than bringing the brand to life. The Mickey D's® Street Teams in the Jacksonville, Savannah, and Orlando markets have been successful doing so by creating new and innovative ways to engage the consumer in the places where they work and play by using street, guerrilla, and experiential mediums in many various forms.



When trying to engage the consumer through field marketing, Dalton Agency's primary goal is to maximize impressions by allowing the consumer to touch, feel, see, and taste the brand and ultimately owning the event whenever possible. Dalton Agency creates market ownership by using tools such as 15' tall inflatable Golden Arches, the Mickey D's Ice Breakerz Break Dancing Team, mobile sampling unit, Angus Third Pounder Burger Guerrilla Stunts, giant Frappé scavenger hunts, and by utilizing radio and television personality endorsers at events.



The Mickey D's Street Team has been involved with such major events as Red, Hot & Boom, July 4th Celebration, in Altamonte Springs, FL with an estimated attendance of 200,000, The Ancient City Crawfish Boil in St. Augustine, FL with guest performances by Snoop Dogg, 3 Doors Down, and The Presidents of the United States of America, and The St. Patrick's Day Celebration in Savannah, GA with an estimated 400,000 in attendance.

In 2009, the Dalton Agency's Orlando Street Team boasts  approximately 1 Million direct impressions through its field marketing program.

McDonald’s Street Team Hits the Road with One BIG Burger

McDonald’s Street Team Hits the Road with One BIG Burger 

Posted on Dalton Agency Blog  21 September 2009 by Sean Woodland

The McDonald’s street team hit the road for a beefy marketing campaign September 16-18 to promote the NEW Angus Third Pounders and their BIG TASTE. The Mickey D’s “Construction Crew” began the tour in Savannah, then made their way to Hinesville, Jacksonville, Orange Park and Orlando.

The team used a crane to hoist a giant burger banner over restaurant locations, gave free samples of the Angus Third Pounders and gave coupons to passersby. Street team members rocked their construction gear to be safe around the equipment, including McDonald’s hard hats and Construction Crew T-shirts. Radio remotes played at some locations, urging listeners to spot the giant banner and come in for a delicious, free sample. Mushroom and Swiss, Deluxe, and Bacon and Cheese are the three new Angus Third Pounder options.

Daltonites that worked the tour included: Bill Kral (foreman), Carol Dobbs, Megan Denk, Anna Burns, Omarr Cantu, Will Kelly, Tracy Daniels and Marvecia Robinson.

In the Orlando Market, the Mickey D's Construction Crew teamed up with Clear Channel's 101.1 WJRR, @1011WJRR. 

Check out the video below of the McDonald’s street team on the trip and don’t forget to try the NEW Angus Third Pounder!

Florida Road Rangers: Sponsored By "Smart Company"

Being involved in marketing and advertising, especially when sponsorships are concerned, we marketers find ourselves looking at branding in a completely different light.

The average consumer doesn't notice the punny copy on the billboard as clever writing, they just know that it makes them chuckle. The Average Joe doesn't realize that the color that is used in a print ad was put there to get him to act on impulse and purchase the beer that he is now craving.

Every once in a while an company sees an "out of the box" opportunity to elevate thier brand by offering a community service in a way that touches the fiber of humanity in the individual that is being assisted.

In the beginning of first quarter in 2008, during the major governmental budget cuts, one of the major programs that was threatened from being dissolved completely was the cavalry of FDOT's Road Rangers. This group of good summaritans sole purpose was to patrol all the major road arteries in Florida, especially those that intersected in the tourist capital of the world Orlando, Florida. They were angels on four wheels whos purpose was top you off with gas if you ran out and were stranded, tow you to safety and help you arrange a wrecker, signal emergency with flares and cones, help you change a tire, anything to keep the roads safe in Florida.

When city officials decied to dissolve the progam, companies like State Farm Mutual Auto Insurance Co. recognized that this organization fit into their branding and tag line, "Like a good neighbor, State Farm is there." State Farm agreed to sponsor the Florida Road Rangers program for $307,000 in March of 2009 (According to Orlando Business Journal), which was in my opinion a steal for the amount of direct impressions that have already earned. This sponsorship and teaming up with Central Florida Regional Transportation Authority (Lynx) was one of the smartest moves for a brand that I have ever seen. Kudos to you, State Farm, for being there "like a good neighbor," and keeping this cavalry of good Samaritans running.

From a marketing standpoint, this sponsorship has many important pluses going for it. It has the fleet of branded vehicles, patroling, constantly being seen thus creating most likely tens of millions of impressions annually. No media would be able to get you that amount of exposure especially when the 13 trucks in rotation make around 70 service stops daily between the hours of 6:00am - 10:30pm.

It has an experiential component that is also very important, because the person in need is abandoned and has that rescued feeling when the Road Ranger comes stops to help. In that moment, that person is definably experiencing the brand with a sense of rescue. In that very moment, State Farm really is there like a good neighbor.

Beall's Pink Flamigo Day Field Marketing

BEALL'S NATIONAL PINK FLAMINGO DAY PROMOTION

This weekend's field marketing adventures were filled with a Florida heat wave, gulf coast humidity, and many, many Flamingos. Well sorta, more like the plastic lawn ornaments that scream Americana. This weekend was also an exciting one for me in that I had the opportunity to execute a PR stunt outside of my Central Florida region and for Beall's Retail Stores, a client that I do not typically assist.

The Dalton Agency staff successfully executed a Florida wide PR stunt that incorporated field marketing, interactive, and traditional media relations. The Dalton Team came together to execute the placement of 100 pink flamingos at several stores in the Tampa Bay area in celebration of National Pink Flamingo Day. Real Estate signs were also placed at each location urging anyone looking for some last minute Father's Day Deals to visit HappyPinkFlamingoDay.com to download a coupon to save $10 on any purchase of $50 or more, which is a pretty good deal considering the tough economic times. The stunt was a success in that it was picked up by several deal outlets including Dealio, Fat Wallet, Digg, several publications including Treasure Coast Palm, and Tampa Bay News Station Channel 10.
There were many logistic challenges that the Dalton Team overcame to pull this one off for our client, Beall's, however it was a huge success and Over all this stunt was a ton of fun and a big success.

On a personal note, it was almost refreshing to get out of the Orlando area to execute an event. With so much going on with the extremely fast paced, ever changing world of the Central Florida McDonald's account, it was fun to have the chance to execute in a market that I am not as intimately associated with as I am in Orlando.

PROJECT TRIPLE F - Florida-Flamingo Fun: COMPLETED.