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In Spring/Summer 2008, the Maine McDonald’s restaurants were scheduled to rollout three new products, Mickey D’s Sweet Tea, Southern Style Chicken Sandwich and Southern Style Chicken Biscuit for breakfast. Traditionally southern offerings, these menu items were unfamiliar to the larger part of Maine’s population. The Maine McDonald’s owner/operators asked Rinck to develop a program to support the product launch in communities across Maine, using a variety of interactive tools that would create product trial and sampling and distribution of Be Our Guest coupons with product offers. ResultAn experiential sampling program was developed based on Rinck’s proprietary Brand Touch® method that creates one-on-one consumer conversations about brands. The cornerstone of the program was McDonald’s Southern Belle sampling staff, dressed in branded southern-style costumes that were designed in-house by Rinck’s art department and created by a local seamstress.Rinck brought two to three Southern Belles along with two support staff. Branded backpack beverage dispensing equipment was used at select venues, allowing for greater flexibility, visibility and movement through large crowds. Giveaways included Be Our Guest cards for Mickey D’s Sweet Tea, Southern Style Chicken Sandwiches and Southern Style Breakfast Biscuits. |
