I clicked on this story from Seth thinking that it would be a riff on linkbaiting instead of being something that I found linkworthy.
I saw the new Hummer Happy Meal toys at McDonald’s earlier this week and was slightly appalled. I’ve hated Hummers ever since I worked with someone who owned one and had to deal with the way it didn’t fit into parking spaces. And then I learned what kind of gas milage it got. That didn’t improve my opinion any.
And now, Seth shows me that there is a fun little site where I can express my displeasure with humor. Below the fold there’s even a form allowing me to send a message to McDonald’s about the promotion. The "Vote for your favorite" section needs a little work but it’s otherwise good.
Some of the features we’re working on will make creating signs like these for personalized direct marketing messages much easier. So I looked at this site and immediately sent it around the office as fodder for thought for future demos.
Update (8/24/2006): The Ronald McHummer site has officially gone viral (from MarketingShift via the Search Engine Guide).
Update (9/12/2006): McDonald’s has a blog about their sustainability efforts. It’s moderated and critical comments on their Hummer post didn’t show up for nearly a week. Now, the community is hoping for a substantive response. Reading Bob’s postings, however, does not give me confidence that he will address the issues in a truly open way - his postings are very scripted. Of course, as one commenter pointed out, it is not very likely that one major corporation is going to really be critical of another major corporation when they are currently in partnership. I’m certain there is a fairly lengthy contract involved in this promotion and that McD’s can’t say a whole lot on the subject. Read Matthew Fried’s excellent post for links to other blog postings on this subject.
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If you bothered to talk to an actual child, you might have learned that the toy hummer doesn’t burn any gas at all. It’s just a toy … car.
While it is true enough that the toy itself doesn’t burn gas, Happy Meal toys are, at base, *promotions* for particular movies, toy lines, and lifestyles. The lifestlye represented by the Hummer is one that many people feel should not be promoted - especially to kids since habits and opinions formed early in life tend to stick with us.
But I think I see your point: that the parent really ought to be responsible to talk to their child and teach them those lessons; that the toy is not necessarily an accurate representation of reality; and that the child needs to learn to make choices for themselves and evaluate how those choices affect other people.
I don’t like it when the government attempts to legislate game makers or broadcasters to force them into the role of guardians of morality. Why should I feel any differently about the public pressuring a fast food chain to do the same?
Thanks for the food for thought.
Hmmm, well as a child I mostly played with Tanks and Armored Cars. While as a child I slaughtered imaginary millions, today I would just be stuck with a huge maintenance bill and a possible fine if I drove my “ride of choice” on public streets. Children learn, quite quickly, what they can and can’t get away with, and eventually (hopefully) become productive members of society.
All that being said, I don’t think that corporate marketing can afford to NOT listen to the voice of their consumer. If a good number (statistically) of their customers are saying that they don’t want Hummer toys, give them what they want. A non-Hummer toy. If another significantly large group wants the Hummer toy, give it to them.
Make sure you are listening to the feedback of each consumer, and start giving them the gift, no matter how small or plastic, that fits their desire and you are on the road to having a life long customer.
Like Ariel, I don’t want people deciding what I can and cannot give (with in the limits of the law, safety etc.) other people, but have no problems with them telling me what they want, or don’t want, for themselves or their family.
Maybe I could teach my son that he should buy a Hummer with a diesel engine and run it on bio-diesel? Maybe it would smell like McDonald’s french fries going down the street? They just started selling bio-diesel made from locally grown soybeans right down the road from our house.
mmmm, McSoylent Green.
Want to See Ronald McDonald in a Hummer?
Watch UNHAPPY MEAL at http://www.rroom.org in the videos section or search for R Room on http://www.youtube.com and watch it there larger.
This video was made 7 years ago in Toronto. Pretty crazy coincidence.
John,
Interesting and artistic bit of counter-marketing.
Is it accurate to say that’s “Ronald McDonald,” though, or is it a satirical rendition?
Since the character is owned by McDonald’s, I don’t think you can legally claim it’s actually Ronald unless they shot the footage.
I need to go look into Fair Use again.
–Ariel
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