McDonald’s latest fitness tracker giveaway short-lived

4 years ago
Step It

(marketingmagazine.com.my) – By Malati Siniah

Casey Collyar was one of the many McDonald’s customers who complained about its latest Happy Meal toy.

The company’s latest kid-friendly fitness tracker ‘Step-It’, is a simple colourful wristband that not only tracks the number of steps by the user but also indicates through a blinking light when the wearer walks, jogs and runs. The toy was an initiative by the company to encourage kids to get more active.

While typically tying up with the latest blockbuster movie or Disney cartoons, this is the fast food chain’s first initiative to create its own fitness based Happy Meal toy for children.

However, this was short-lived when several consumers complained that the product caused skin irritation and burns on their children’s skin. In reaction to this McDonald’s recalled the newly launched  activity trackers, which were available in all its U.S. and Canadian stores.

Terri Hickey, a spokeswoman for McDonald’s, told USA Today, “We have taken this swift and voluntary step after receiving limited reports of potential skin irritations that may be associated with wearing the band.”  

Terri shared that the company is in the process of investigating the issue, and will be offering alternative Happy Meal toys.

While the fitness tracker giveaway was part of McDonald’s Olympics-related marketing push, the company has been kicking off several new initiatives to target their increasingly health-conscious consumers.

Earlier this month McDonald’s USA announced it had made several key changes to its ingredients which included replacing corn syrup with sugar in its hamburger buns and eliminating artificial preservatives from its Chicken McNuggets. The company had also recently included healthier options such as fruits and yogurt in their Happy Meal menus.

These changes according to the company were in reaction to the shift in consumers tastes toward, healthier and more natural foods.


HANDO speaker

The 5th Malaysian Chief Marketing Officers (CMO) Conference is a full day journey into the minds of some of the sharpest and most inspiring minds in the business.

The market is in a state of flux. Media fragmentation has gone wild. Digital is exciting but also a minefield if handled wrong. Marketers need stamina, focus and a scalable approach to strategies. ROI has never been more confusing.

Hear from these dynamic and feisty brand leaders on how they are facing the New Realities:

 

• Loh Keh Jiat – CMO, Digi Telecommunications Sdn Bhd
• Raja Teh Maimunah Raja Abdul Aziz – MD & CEO, Hong Leong Islamic Bank Berhad
• Sulin Lau – Head of Marketing Services, Maxis
• Cyril Dhenaut – Head of Marketing, KFit
• Timothy Johnson – Senior VP of Marketing, INTI International University & Colleges
• Eric Wong – Marketing Director, IBM Malaysia
• Srikanth Ramachandran – Executive Director, Moving Walls
• Spencer Lee – Head of Commercial, AirAsia Berhad
• Bala Pomaleh – CEO, IPG Mediabrands
• Rachel Lim – Co-Founder of Love, Bonito
• Edward Ling – Sales Manager, Waze Malaysia
• Santharuban T. Sundaram – Group Marketing Manager, Etika Holdings (formerly Permanis) 
• Dato Seri Vida – Founder, Pamoga & Qu Puteh
•Rafiq Razalli – CEO, Media Prima Digital Sdn Bhd 

Date: September 6th, 2016 (Tuesday)

Venue: Sime Darby Convention Centre, Jalan Bukit Kiara, Kuala Lumpur.

For details, contact Ruby on 03-77262588, ruby@adoimagazine.com

Download event PDF here

More details www.marketingmagazine.com.my/cmo2016 

ADVERTISEMENT