The McDonaldization of BP. The key to McD's marketing strategy is to get them when they're young, and then have life long customers. In 2007 BP
decided to follow their lead as we'll see...
McD's ("clown food") isn't even very good by fast food standards. With the exception of their fries, it can be hard to imagine how much of any of
their 'burgers' are able to compete with the likes of Burger King, Hardee's, etc. Yet year after year McClown's manages to stay #1.
How do they do it? With jungle gym playlands that feature space shuttles, a cast of characters seemingly modeled after Sesame Street, kiosk game
stations that feature next-gen game system free to play, custom Megatouch machines built into the wall set on freeplay, and so on.
Now as far as I know, hardly ever going into BP, they haven't gone as far as Megatuch games built into the walls. However, they've still opted to
market directly to kids in order to gain unwitting lifelong customers. McClown's does the same, and when the kids grow up many remain faithful
customers not even knowing why.
McClown's is the pinnacle of this sort of Brainwash Marketing, but the fact is BP has taken on that marketing strategy no less.
Perhaps you're different and pay attention to which company you buy your gas from. BP certainly hopes so: They're spending about $35 million on
this worldwide campaign for their service stations (or "retail network"). BP head of marketing Ann Hand acknowledges that the classic industry
research says people choose stations mostly because of location or price, but adds that BP's tracking studies show some brand awareness does exist.
"This campaign is the next step," she says. "Can we build more brand loyalty? Would you cut across traffic, or go a block out of your way?"
A few years ago a friend who watches TV told me about the commercials. Sure enough I found them on their website. Later I stopped in a BP anf found
their playbook - activity set complete with collectible cards of their cast of cartoon characters.
I asked the attendant about the customer response to the activity set, and as I suspected he said that kids love the playsets and nag parents to stop
in at BP.
I had forgotten all about it for a long time until today, and then I remembered that I still had the activity set:
Please excuse the shoddy images. The display on my camera is screwed up, and it's a hassle to hook up my scanner. I might hook it up if there's
That is just ridiculous. Explain to me why they would be trying to market to kids....it is just a gas station. Kids do not drive, nor do they really
care about gasoline. When they do, they will get gas from wherever is cheapest, like most people do. Many places give out those activity books like
that and you can find them in cereal boxes. It's just a creative advertising campaign and I don't see how it could be read into as "marketing to
children". Not only that, but I believe the above campaign only lasted a year or so, so it couldn't have been that successful.
WHAAAAAAAT?!?! Son of a biscuit eating bulldog. I'll definitely be making sure my son has NO contact with this crap whatsoever. I think I threw up in
my mouth a little.
edit - After taking marketing classes in HS and college, I realize this IS marketing towards kids. Parents buy what children bug, I mean ask politely,
for. Case in point, MOMMY I WANT TO GO TO BP! Gross.
I take it you don't really understand how advertising works. I'd never heard of the term Macdonaldization before, it's a really great word, sums up
the ads very well. Jeez those ads crack me up, I don't even know why I find it so funny...
McDonaldization (or McDonaldisation) is a term used by sociologist George Ritzer in his book The McDonaldization of Society (1993). He describes
it as the process by which a society takes on the characteristics of a fast-food restaurant. McDonaldization is a reconceptualization of
rationalization, or moving from traditional to rational modes of thought, and scientific management. Where Max Weber used the model of the bureaucracy
to represent the direction of this changing society, Ritzer sees the fast-food restaurant as having become a more representative contemporary paradigm
I sort of misused the word. I first read it in a big college sociology textbook I bought from a used book store. But it's such a cool word I just had
to do it
Thanks for this thread.
Since I rarely watch TV, I wasn't aware of these commercials.
The oil companies are seeming to try the same tactics as the fast food joints, & cigarette commercials/ads. Nothing like friendly 'ol Joe Camel to
make you smile!
I also noticed on the cover of the travel pack that the BP sun seems to be very similar to many of the sun & ray images we tend to associate with the
New World Order & 'brighter horizons' theme.
Dawn of a New Day anyone?
Marketers plant the seeds of brand recognition in very young children, in the hopes that the seeds will grow into lifetime relationships.
According to the Center for a New American Dream, babies as young as six months of age can form mental images of corporate logos and mascots. Brand
loyalties can be established as early as age two, and by the time children head off to school most can recognize hundreds of brand logos.
While fast food, toy and clothing companies have been cultivating brand recognition in children for years, adult-oriented businesses such as banks and
automakers are now getting in on the act.
Magazines such as Time, Sports Illustrated and People have all launched kid and teen editions—which boast ads for adult related products such as
minivans, hotels and airlines. www.media-awareness.ca...
Seven-year-old Marley loves Happy Meals from McDonald's. She used to get Chicken McNuggets, but now she chooses a cheeseburger to go with her
fries and Sprite. Her father, Patrick, is a chef, trained at the Culinary Institute of America, but Marley prefers McDonald's to his cooking. After a
trip to McDonald's, Marley eagerly surfs onto McWorld.com, where she can enter a code from her meal to get a "behind-the-scenes look at iCarly," a
kids' TV show (boys can use their code for a Star Wars promotion).
Patrick pulled the plug on his television a few months ago, in part to shield his two young daughters from advertising, but the McDonald's marketing
execs have reached Marley all the same. Because he's health- and environmentally-conscious, Patrick does not take her to McDonald's often, but after
a long day of school and extra-curricular activities, sometimes a little nagging is all it takes for Marley to convince her dad that she's hungry now
and only food served at a drive-thru will do. www.organicconsumers.org...
Adults may be fair game for marketers, but children are not. Children cannot distinguish sales pitches from information unless taught to do so.
Food companies spend at least $10 billion annually enticing children to desire food brands and to pester parents to buy them. The result: American
children consume more than one-third of their daily calories from soft drinks, sweets, salty snacks and fast food. Worse, food marketing subverts
parental authority by making children believe they are supposed to be eating such foods and they—not their parents—know what is best for them to
Today's marketing methods extend beyond television to include Internet games, product placements, character licensing and word-of-mouth
campaigns—stealth methods likely to be invisible to parents. When restrictions have been called for, the food industry has resisted, invoking
parental responsibility and First Amendment rights, and proposing self-regulation instead. But because companies cannot be expected to act against
corporate self-interest, government regulations are essential. ... Controls on marketing may not be sufficient to prevent childhood obesity, but they
would make it easier for parents to help children to eat more healthfully."
—Marion Nestle in The Nation (Sept. 11, 2006)
"We're relying on the kid to pester the mom to buy the product, rather than going straight to the mom."
-Barbara A. Martino, Advertising Executive
"Brand marketing must begin with children. Even if a child does not buy the product and will not for many years... the marketing must begin in
-James McNeal, The Kids Market, 1999 www.media-awareness.ca...
They are a private company and can try to brainwash kids via adverts if they want, it's up to parents to take responsibility for their kids. Whether
it is with BP or Mcdonalds advertising. They are both evil, but it's up to parents to educate their kids in not be suckered in to their crap.
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