September 21, 2016

McDonald's Kills "Channel Us"

"Despite being one of the world’s most loved and talked about brands, McDonald’s weren’t connecting with 16-24 year olds."
So began the story by The Drum about McDonald's UK launch of a new YouTube channel called "Channel Us" last September.

The idea was to create a video channel...
"...for young people and in collaboration with the influencers they admire most." (Ooh, influencers!)
According to The Guardian, this was done by The Drum in cahoots with OMD.

You see, according to The Drum, these darn Millennials are...
"...a generation getting out there and doing amazing things. (And Channel US)... brings them together, gives them a leg up and helps make their ambitions a reality."
Sounds like an Advertising 101 pitch at a bad junior college. But apparently, that's all you need these days. As long as your strategy is, "get younger, get more digital" you can't lose.

According to OMD,
"This exciting new YouTube channel is the next activation of McDonald’s latest brand platform – ‘Good Times’ – celebrating the role the brand plays in customers (sic) lives."
Someone fucking shoot me.

Back to The Drum.
"All of this was aided with the help of YouTube favourites Oli White and Hazel Hayes,  who fulfilled the roles of both presenter and contributor as they called upon they (sic) worldwide fan bases to back the Channel Us stars."
Yeah, baby. Get them worldwide influencers influencin'.

McDonald's CMO had this to add... 
“This is a ground-breaking moment for McDonald’s in the UK...The launch of Channel Us is completely new territory for the company."
Yeah, well, the best laid plans...

Last week, McDonald's announced they were aborting this monstrosity. In 2016 thus far, not a single "episode" of this clown show managed to garner even a thousand viewers. Do you have any idea how shitty a big budget creation from one of the world's biggest brands has to be to get fewer than a thousand views?

I could post a picture of my dog's ass on this blog and get more views than that. Although, to be fair, some might say my dog's ass has greater appetite appeal than your average McChicken sandwich.

Content marketing is one of the planet's biggest cons. Just because there are a few companies who are successful spending billions on it, doesn't mean you will be.

As Jonathan Salem Baskin has said, "Most branded social campaigns are only as "successful" as the money and time marketers are willing to commit to perpetuate the pretense of conversation and relevance."


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