Chapter 1: How McDonald’s invented brand journalism, and how brand journalism saved McDonald’s

These links take you to the source material for this chapter in the book version of Brand Journalism. They are here to make it as easy as possible for readers of the print edition to refer to sources and further reading and research material. All links were active when the book was researched and published. If you find a boken link, please let me know at andy@andybull.co.uk

Wherever possible, videos mentioned in text are embedded here.

1 McDonald’s Mom Quality Correspondents: http://www.mcdonalds.com/us/en/food/food_quality/see_what_we_are_made_of/moms_quality_correspondents.html

2 The Washington Post on the Mom Quality Correspondents initiative: http://www.washingtonpost.com/wp-dyn/content/article/2008/11/19/AR2008111903618.html

3 McDonald’s on the Mom Quality Correspondents programme: http://www.mcdonaldscorrespondents.com/

4 Mom Quality Correspondents’ reports: http://www.youtube.com/user/McDMoms?feature=watch

5 and a video:

6 What one of those mothers thought of the process she took part in: http://www.mcdonalds.com/us/en/food/food_quality/see_what_we_are_made_of/moms_quality_correspondents/what_it_means.html

7 Food politics blog Food Bubbles on Mom Quality Correspondents: http://www.foodbubbles.com/blog/2008/11/22/moms-blog-for-mcdonalds/

8 Marketing Profs blog on Mom Quality Correspondents:: http://www.mpdailyfix.com/mcmoms-can-mcdonalds-really-handle-the-truth/

9 McDonald’s Canada’s Our food. Your questions initiative: http://yourquestions.mcdonalds.ca/questions/4280

10 McDonald’s Canada’s director of marketing in a YouTube video designed to answer the question why burgers look different in pictures than they do in realty:

11 A McDonald’s meet the farmer video from the #McDstories campaign: http://www.youtube.com/watch?v=3xxlEkstcwM

12 PaidContent on #McDstories: http://m.paidcontent.org/article/419-mcdonalds-social-media-director-explains-twitter-fiasco/

13 The Complete Pulse blog on #McDstories: http://blog.compete.com/2012/02/03/twitter-campaign-amounts-to-mcdefeat/

14 McDonald’s listening before creating brand journalism content. Here’s a video interview with Rick Wion, director of social media at McDonald’s USA by Mark Schaefer at the Social CMO blog: