McDonald’s wants every marketing interaction to supply an “emotional free sample” for consumers.
Just as the restaurant chain specializes in serving up food as it provides hungry diners with a welcome moment of peace or pleasure, so the Chicago, Illinois-based company is giving its communications a positive emotional kick.
“We developed this model which we call ‘feel-good marketing’. And this is what we mean by an ‘emotional free sample,’” Colin Mitchell, vp/director global brand, explained to delegates at BRITE 2019, a conference held by The Center on Global Brand Leadership at the Columbia University...