Bibliographic citations
Fierro, P., Huaman, A., Asenjo, A., Yaipen, A., Rios, C. (2023). Análisis y desarrollo de la campaña publicitaria para McDonald’s - momento crispy [Pontificia Universidad Católica del Perú]. http://hdl.handle.net/20.500.12404/24304
Fierro, P., Huaman, A., Asenjo, A., Yaipen, A., Rios, C. Análisis y desarrollo de la campaña publicitaria para McDonald’s - momento crispy []. PE: Pontificia Universidad Católica del Perú; 2023. http://hdl.handle.net/20.500.12404/24304
@misc{renati/529744,
title = "Análisis y desarrollo de la campaña publicitaria para McDonald’s - momento crispy",
author = "Rios Quinteros, Cristian Daniel",
publisher = "Pontificia Universidad Católica del Perú",
year = "2023"
}
This information is important to consider for the McDonald's brand, because it is a multisensory campaign proposal where the agency seeks to provide a unique and own experience by McDonald's for all its public. Based on this, this campaign aims to generate experiences through the culinary with McCrispy, since, not only must it continue to captivate the palate of the public of McDonald's; also, it seeks to generate new experiences to people who still do not know the product. The field work was based on interviews, because it seeks to provide sensory experiences. That is to say, to appreciate in detail people's comments when they talk about McCrispy chicken. Then, surveys were conducted with a scope of 80 people in order to have indicators such as: moments to share, flavors and complements chosen by people. The results that were found were related to flavor, that people highly value the flavor they found in McCrispy chicken. Another relevant point was related to how they like to consume it. The vast majority prefer to be accompanied by friends. Finally, the interviewees noted that they like the packages offered by McDonald's, since it allows them to experiment with everyone. That is why, according to what was obtained in the field, a campaign that revolves around the multisensory will be offered, because the McCrispy chicken gives you those moments where all your emotions and senses are at their maximum for greater enjoyment, this is a “Crispy Moment“, a moment in which experiences are generated with the product.
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