McDonald’s Amplifies Positive Earned Media

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When Yahoo! Sports ran a story on Super Bowl MVP Joe Flacco’s celebratory visit to a local McDonald’s in Baltimore, the iconic restaurant chain turned the excitement into a real-time marketing win with help from Outbrain.



McDonald’s is the world’s leading global food service retailer with over 36,000 locations in over 100 countries. McDonald’s serves some of the world’s favorite foods —World Famous Fries, Big Mac, Quarter Pounder, Chicken McNuggets, and Egg McMuffin.


Beginning in 2012, McDonald’s started using Outbrain to amplify trusted, positive media coverage to engaged audiences reading content on equally trusted publishers’ sites. For example, McDonald’s amplified previews of its Fish McBites and new low-calorie menu options.

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McDonald’s began to see that even the stories it hadn’t planned for, like the newly-crowned Super Bowl MVP dropping by to commemorate his new contract, could be amplified in real-time. This opportunity helped McDonald’s take advantage of relevant pop cultural moments for the brand and reach a wider audience with a positive message