OAK BROOK, IL: McDonald’s, working with creative agency Burrell Communications, launched the @McDScene Twitter account last Friday to specifically target black consumers.
The account’s target audience is all consumers who are interested in what McDonald’s is doing to "contribute to, support, and uplift" the black community, said McDonald’s media relations director Lisa McComb.
We're excited to hit the Twitter scene bringing you the HOTTEST news and event updates! #firsttweet— McDScene (@McDScene) June 27, 2014
Burrell Communications, which is managing the Twitter handle, has served as McDonald’s African-American AOR for more than four decades. Its strategic PR practice, housed under Burrell Engagement Marketing, has been its African-American PR AOR for more than 20 years, according to the firm.
"[The account] was started due to the large amount of content that is available to share and to relay a brand voice that is relevant and authentic to the African-American community," McComb explained.
The account page’s header has an ad promoting the 2014 Essence Festival, a music event put on by Essence magazine in New Orleans set to take place later this week. McDonald’s is a sponsor of the festival.
To this point, the account’s tweets have focused on the Essence Festival and McDonald’s 365Black Awads. The awards are an extension of the fast-food giant’s 365Black platform, which "celebrates the pride, heritage, and achievements of African Americans year-round," according to the company’s microsite 365Black.com.
"While we’re at the Essence Festival, we’ll be keeping our followers who are on-site informed about everything going on at the McDonald’s booth as well as the 365Black Awards," said McComb. "For our followers not on-site, they will get to experience the Essence Festival through the photos and videos we share."
It will also create short videos from community events that McDonald’s participates in, she added.
McDonald’s has also emphasized outreach to the Hispanic community in recent months. Last month, the chain launched the #ViveTuJuego initiative with Hispanic AOR Boden PR to reach Hispanic Millennials during the World Cup. It brought on Boden as its Hispanic PR AOR in April, replacing longtime partner VPE.
This story was updated on July 1 with more information about Burrell Communications' relationship with McDonald's.