Video: How McDonald’s created sharable content on a global scale

Making content that people love to talk about and share is one thing — creating content that people around the world like to talk about and share actually isn’t that much different. In fact, Sosti Ropaitis, Director of Digital and Social Media for McDonald’s, summed it up in a single formula: Engagement is a function of content, context, and timeliness.

As a huge global brand on a global stage at the 2012 London Olympics, McDonald’s needed a way to engage their fans across continents. In his presentation from’s BlogWell conference in Los Angeles, Sosti explains how they created sharable content without geography, culture, or language dependencies — and still started fantastic conversations.

From Sosti’s presentation, you can also learn:

  • Why your legal team should be your BFF
  • How Mayor McCheese kept their branded message corporate-free
  • McDonald’s wedding packages (yes, wedding) in Hong Kong


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  1. Rafic

    An excellent and insightful presentation into leveraging themed brand content across diverse global markets.

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