McDonald's (NYSE: MCD) has formed a partnership with Billboard magazine that will help the retailer connect with music fans via Twitter.
McDonald's is the exclusive sponsor of a new interactive music chart that lives on Billboard.com and aggregates all of the social chatter taking place about songs on Twitter in real time. As names of songs are mentioned on Twitter, they are pulled into three various interactive charts on Billboard's website — Trending 140, Top Tracks and Emerging Artists.
As part of the kickoff for the program this week, McDonald's will promote the Billboard content via Twitter Amplify. The McDonald's campaign runs for three months.
The partnership gives McDonald's access to Billboard's 1.7 million Twitter followers as the retailer looks to social media and digital strategies to create buzz and connect with a wider customer base. McDonald's in particular has also been aggressively expanding its digital strategies, starting with a branded mobile app. The app pushes out store-specific deals to consumers that are then redeemed in-store. The time-sensitive deals must be shown to a store employee within two minutes of clicking to redeem an offer.
McDonald's follows behind Amazon in a push to drive engagement via Twitter, where the online giant recently launched its own retail initiative. Shoppers can now shop on Amazon directly from their social media feed. Twitter users can link their accounts to an Amazon account and place items in their shopping basket by responding to any tweet with an Amazon product link bearing the hashtag #AmazonCart. Customers never leave the Twitter feed, and the product is waiting for them when they head over to Amazon.
Once an item is added to the cart, users will receive a response on Twitter from @MyAmazon to confirm if the product was successfully added or whether it was out of stock. Amazon will also email users when an item has been successfully added to their shopping cart via Twitter.
-See this AdWeek article
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