Short Essay 2 ：ALIMU（1155222170）- Maimen(麦门) Forever

Maimen(麦门) = McDonald's（麦当劳） + Golden Arches（金拱门，McDonald's localized name）

The term “Maimen” refers to the “sect” of people who like McDonald's. The term is modeled on the Jewish and Christian religious term “Amen”, which expresses the belief in the McDonald's brand. The term “Maimen” was created by the spontaneous interaction of McDonald's fans, where people became Maimen believers, shouted out Maimen declarations, and used “coded language” to communicate with employees in the form of Maimen passwords. (Actually received the influence of Crazy Thursday “疯狂星期四” as well)

Target Group：To target young consumers, especially Generation Z, who are highly sensitive to and engaged with online pop culture and terrain, and at the same time, to win back the lost users of Crazy 4.

Products：French Fries, Pork Tenderloin Egg Castle, French Fries, Burger & Fries Set

Peripheral: join hands with trendy brand clot to launch cool overalls online, launch Maimen walkie-talkie children's package of small toys, etc. to clothing, backpacks, hats, etc.

Marketing Tools

Communicate the core values: affordable, fast, humor, young

1. Music marketing (Maimen anthem)：

• In October 2022, “McDonald's Unlimited Goodness” sung by Eason Chan in 06 as a guest of the Soft and Hard Divine Combo concert became a hit again on b-station, and the Internet rebirth of the song fulfilled the basic conditions of viral spread in the Internet era.
• ugc secondary creation: users of b station, Weibo, and Jieyin adapted the sacred song and produced UGC content, which pushed up the popularity of the sacred song “McDonald's Unlimited Goodness” and was called the “Maimen National Anthem” by netizens

2. Maimen concept established

December 2022, the official quick response, landing Maimen hot terrier for “official seal” “Maimen” began to appear in the official microblogging of McDonald's, officially “claimed” the title of Maimen, and in the follow-up and netizens to “Maimen” topic interaction, attracting a large number of “Maimen believers”. A large number of Maimen believers.

3. Maimen code words

On platforms such as the Little Red Book platform and takeout orders, and on the Maimen code word with McDonald's employees, i.e., on takeout orders, they indicate their identity as a Maimen believer and ask if they can get a few extra crisps to taste, and if they meet a kind McDonald's employee, they may really get extra fries. A number of people then followed suit and placed orders, following suit by posting content on the platform. This play is as much fun as opening a blind box.

4. Maimen Literature

• Little Red Book, Weibo and other graphic-based content platforms, on the other hand, have become the focus of the dissemination of Maimen Literature position, the whole network to play terriers, Maimen Literature has become a hit workers go crazy special
• Maimen Literature paragraph: If the pork tenderloin egg is the dazzling sun in the morning, the freshly baked hot french fries are the crutches that support the travelers on their long journey. May the wheat fries bless every child who is working outside, Maimen.

5. Fun video: In January 2023, the McDonald's b-site account released the “Maimen Guide” science video - https://b23.tv/5ees8MS

6. Emoji marketing: official Maimen emoji out in February 2023

7. Self-media matrix combination

• microblog: McDonald's to establish “play terrier burst terrier old driver” image, with playful and humorous interactive dialogue to create a brand Maimen literature
• WeChat public number: it is the generator of brand information delivery, and the fans' creativity is released in the form of a magazine similar to the brand's content.
• Xiaohongshu: fits the attribute of graphic grass, creating a circle of friends for McDonald's editors to share.
• B station: McDonald's official incarnation of the brand up master, released Maimen guide “McDonald's: Maimen what door? To carry out a serious popularization of science

Marketing Effectiveness

• Social Media Interaction Data: According to the statistics, during the period of January-August 2023, the number of Maimen related works reached a staggering 48,000+, the total number of interactions reached 51,067,000, and the total number of likes also reached 36,741,000 times.