Fast Food X-Factor
Posted by Martina Mangan on November 19, 2009 in Smart Ideas, Internal Communications with 0 CommentsMcDonald’s is leading the way in their recent communications strategy which crosses the boundaries between internal and external communication.
The second, bi-annual 'Voice of McDonald's' singing competition was launched with a casting call to the 1.6 million workers worldwide. 3,600 employees submitted video auditions which were then narrowed down to 30. These are posted on the 'Voice of McDonald's' website where customers can vote for their favourite contestants. The final 14 will sing in the final at the McDonald's convention in April hoping to win the ultimate prize: $25,000.
In the last few years, McDonald's has increased its focus on employee communications, helping staff to bond with, and live the brand through initiatives such as the 'Voice of McDonald's'. This competition was created to motivate and engage with their talented employees and to jazz up the "McJob" - a negative term that has dogged them since the late 80's.
What is of particular interest to me is the way in that this initiative takes internal communications and pushes it centre stage... literally. Allowing the all-important consumer to see behind the curtains and get a glimpse of an unexpected aspect of the brand, while also giving them the opportunity to be involved in this fun programme through the voting process.
With budgets on communication being squeezed, it is now more important than ever to stop thinking in a linear way, stretch our imagination and consider ways of using our talented internal resources to engage with our external audiences.
If you want to see the final 30, go to Voice of McDonald's. My vote is for Japan, or France or maybe the US... Peru is good too. Oh damn - they're all really good.
Martina Mangan has been working in Internal Communications for the last 9 years. She is passionate about all aspects of employee engagement from strategy right through to implementation.Find out more at Martina's Profile. Don't forget to subscribe if you'd like to hear more!
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