麦当劳“大拱门”营销活动病毒式传播价值1800万美元但客流量仅增2.2%_老虎社区_美港股上老虎

麦当劳“大拱门”营销活动病毒式传播价值1800万美元但客流量仅增2.2%

环球市场播报03-28

麦当劳发现，即使病毒式传播能显著提升品牌知名度，也可能不足以推动持续的需求。一段广为流传的视频显示，首席执行官克里斯·肯普钦斯基正在品尝公司推出的大拱门（Big Arch）汉堡。　　据一家广告咨询公司估计，仅3月份，该视频就产生了约1800万美元的品牌价值。尽管曝光度如此之高，早期运营数据显示，实际市场反应较为温和。Placer.ai报告称，在3月3日该汉堡在美国上市的那一周，客流量仅增长了...

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