Feeds

McDonald's breaks IT barriers with McAsian web site

Asians love green tea and fries

  • alert
  • submit to reddit

The Power of One Infographic

Is it possible that McDonald's - a brick-and-mortar burger seller - has outclassed its corporate peers in the IT sector with the most profound use of the Internet yet?

Yes.

When we first stumbled upon McDonald's I-AM-ASIAN website, we thought it was a slightly racist, bizarre locale, promoting the central role hamburgers play in Asian culture. And how could you think anything else given the catchy text displayed on the site? Things like, "Whether we're sipping green tea or enjoying a Big Mac® sandwich, we're helping make the magic mix called America become even richer. And McDonald's is right there with us, everyday!"

Text box showing green tea quotation from aboveOn further inspection, the I-AM-ASIAN site is so much more than a shallow attempt to target part of a company's customer base. It's actually the culmination of a well-organized marketing plan - one that proves IT does matter. And, if you're an intellectual property fan, you'll get a kick out of McDonald's attempt to trademark the phrase "I am Asian."

Looking through the site source code, you'll find that a company called IW Group designed the Asian-themed pages. The IW Group specializes in creating marketing campaigns that reach "the growing Asian communities in the United States." We assume they mean "growing" in population count and not in physical size as the I-AM-Asian ads show. IW Group has a rich list of clients, including AT&T Wireless, Bank of America, California Department of Consumer Affairs, Los Angeles Times, Nike and the United States Postal Service.

The IW Group enjoys such success for a reason.

With the I-AM-Asian site, it made a choice to clearly identify who is being targeted right up front. "We're Asian and Pacific Islander Americans 'living on the rim,' where our diverse cultures and the everyday American lifestyle become one. We're hanging on to our great traditions while we move to the beat of the times. We honor our heritage - but we love being Americans." Got it? McAsians have found a way to balance their heritage within this magical boiling pot we call America. Why they have to be labeled as rimmers is not clear.

The site then goes on to pay homage to some McAsians that just love McDonalds to bits - like Karen Garcia.

Picture of a pug with a I am Asian shirt on"Karen Garcia's family is a real-life kaleidoscope! Her mother is Korean, her father German, her husband Hispanic, and her children call themselves mutts - lovingly, of course." Mutts, ha ha, I get it.

"The one common thread throughout the Garcia household is that they all are gung ho American McDonald's® fans." Right on! "I guess you'd just have to say I have ketchup in my veins," Garcia explains.

Add a couple lists with Asian holidays and movie stars, and you have a rich site celebrating the McAsian. This is, without question, one of the most sophisticated uses of the Internet seen to date. We can only hope that other companies will learn from McDonald's use of targeted technology propaganda. Another dot-com boom could be near.

Will similar sites pop up for McBlacks, McWhites and McSpanics? Hard to say. McDonald's declined to return repeated phone calls. ®

Seven Steps to Software Security

More from The Register

next story
NSA man: 'Tell me about your Turkish connections'
Spooks ask Dabbsy to suggest a nice hotel with pool
Carlos: Slim your working week to just three days of toil
'Midas World' vision suggests you retire later, watch more tellie and buy more stuff
Motorist 'thought car had caught fire' as Adele track came on stereo
'FIRE' caption on dashboard prompts dunderheaded hard shoulder halt
Brit Rockall adventurer poised to quit islet
Occupation records broken, champagne corks popped
Accused! Yahoo! exec! SUES! her! accuser!, says! sex! harassment! never! happened!
Allegations were for 'financial gain', countersuit claims
Yahoo! Japan! launches! service! for! the! dead!
If you're reading this email, I am no longer alive
Plucky Rockall podule man back on (proper) dry land
Bold, barmy Brit adventurer Nick Hancock escapes North Atlantic islet
Japanese artist cuffed for disseminating 3D ladyparts files
Printable genitalia fall foul of 'obscene material' laws
prev story

Whitepapers

Top three mobile application threats
Prevent sensitive data leakage over insecure channels or stolen mobile devices.
Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
Top 8 considerations to enable and simplify mobility
In this whitepaper learn how to successfully add mobile capabilities simply and cost effectively.
Application security programs and practises
Follow a few strategies and your organization can gain the full benefits of open source and the cloud without compromising the security of your applications.
The Essential Guide to IT Transformation
ServiceNow discusses three IT transformations that can help CIO's automate IT services to transform IT and the enterprise.