Under intense pressure to reverse its protracted sales decline, McDonald's is going to SXSW for ideas. As Quartz reported:
McDonald's will be a prominent sponsor, and it hopes to come away with more than just whatever goodwill it can generate among conference goers who take advantage of the McCafé coffee, 'music-based experiences,' and 'salon-based programming' at the 'McDonald's Lounge' on site.
The company will host pitch session in three categories in which it hopes to innovate: restaurant experience, content creation and transportation and delivery. The logistics conversations are familiar ones in McDonald's talk, but seeking ideas on content creation is a little surprising.
Chipotle did win over virtually all of adland and even consumers with its long-form videos from CAA for "Back to the Start" and "Scarecrow." But McDonald's is no stranger to content, in its way. In October it introduced "Our food. Your questions," a transparency campaign with TV spots and longer form videos about what goes into McDonald's food. It seems like the chain either wants to reach you with more content marketing, better content marketing or both.