LOS ANGELES: As part of its new global branding initiative, McDonald's has begun a major PR push that it hopes will establish its, "I'm lovin' it" slogan as not only a marketing tagline, but also as a phrase in the common vernacular.
The fast-food giant, which has outlets in more than 100 countries, has unveiled a two-year integrated marketing plan that will for the first time in its history use the same branding message and commercials worldwide concurrently. The plan calls for the "I'm lovin' it" theme to be used in PR, advertising, promotions, merchandising, and overall brand communications.
In the US, the company's PR agency Golin/Harris International is incorporating the new tagline into internal PR and viral marketing plans.
"In all McDonald's programs, we're working on seeding the 'I'm lovin' it' verbiage in there," explained Golin VP Kim Beryl Todd, who heads the account.
Golin is currently helping McDonald's run an internal contest similar to American Idol, in which employees will perform their own versions of songs using the phrase.
The agency is also planning guerrilla tactics to help raise "excitement and enthusiasm" through "random acts of love," said Beryl Todd.
For example, employees may find that "they come out and their cars have been washed and there is a sign saying, 'You've been loved,'" she said.
Externally, Golin is helping with the launch of the US commercials in late September. Along with traditional efforts, the agency has suggested an event to hype the spots. "Our proposal is to do an event sort of like a movie premiere," said Beryl Todd.