品牌:麦当劳资源:公益广告片(制作+播出)+《飞行幼乐园》环节植入(2013年)。效果:打造品牌消费制高点。根据麦当劳需求,号召父母陪伴孩子,给孩子更多开心一刻,并带动节庆期间的门店销售,通过制作、播放公益广告片,植入节目外拍环节,传递“再过一个儿童节”的主题信息,将国庆打造成全年第二个儿童节,创造麦当劳全年销售的第二高地。 Brand: McDonald’s Resource: Public service commercials (production + broadcast) + “Flying kindergarten” (2013). Effect: build a high point of brand consumption. According to the needs of McDonald’s, they called for their parents to accompany their children and gave their children more happiness. They also promoted the sale of stores during the festivals. Through making and broadcasting public service commercials, they implanted the program’s out-shoots and delivered “Children’s Day after” Theme information, the National Day play into the second full-year Children’s Day, McDonald’s to create a year-round sale of the second highlands.