How McDonald's and Dunkin’ Donuts Used Graphic Design in Guerrilla Marketing?
Guerrilla marketing is all about surprising people and making them remember your brand in a fun way. Two of the world’s biggest food brands, McDonald’s and Dunkin’ Donuts, have used graphic design in outdoor guerrilla marketing to grab attention and make people smile. Let’s look at how they did it, step by step.
What is Guerrilla Marketing?
Guerrilla marketing uses unexpected and creative ideas to catch people’s attention. It often happens in public places, like streets or parks. The goal of every Gorilla marketing campaign is to make people talk about the brand and share it with friends, especially on social media. This kind of marketing is usually low-cost but high-impact.
McDonald’s: Turning Crosswalks into French Fries
The Big Idea
McDonald’s took a normal pedestrian crossing and turned it into a giant serving of their famous French fries. They painted the usual white stripes bright yellow to look like fries coming out of a red McDonald’s box.
Why Did It Work?
- Instant Recognition: People know McDonald’s fries just by their color and shape. No need for a logo!
- Blends with Everyday Life: The design fits into the street naturally, so it feels like a fun surprise instead of a normal ad.
- Guides Customers: Many of these crosswalks led right to a McDonald’s restaurant, making it easy for hungry people to find their way.
- Social Media Buzz: People loved taking photos and sharing them online, giving McDonald’s free advertising.
Key Facts
- No words needed: The design was so strong, people knew it was McDonald’s without reading anything.
- Safe and Smart: The crosswalk still worked like normal, so it didn’t cause any problems for pedestrians or cars.
- Memorable: People remembered the brand every time they crossed the street.
Dunkin’ Donuts: A Banner in the Sky
The Big Idea
Dunkin’ Donuts used a giant aerial banner to advertise their iced coffee during the hot summer. The banner read, “You look hot down there,” making a playful joke about the weather and how their cold drinks could help.
Why Did It Work?
- High Visibility: The banner flew over busy cities and events, so thousands of people saw it.
- Humor: The funny message made people smile and remember Dunkin’ Donuts.
- Timing: It was used on hot days, so people were already thinking about something cold to drink.
- Shareable Moment: The unusual sight of a banner in the sky made people take photos and share them with friends and on social media.
Key Facts
- Outdoor Impact: The sky is a huge “billboard,” so the message reached a lot of people at once.
- Simple Design: The banner was easy to read, even from far away.
- Brand Connection: The message made people think about iced coffee and donuts right when they wanted something cool.
What Makes These Campaigns Special?
Creative Use of Everyday Places
McDonald’s used something people see every day; a crosswalk and they turned it into a fun brand experience. On the other hand, Dunkin’ Donuts took the sky, which everyone can see, and made it part of their advertising.
Strong, Simple Graphic Design
Both brands used bold colors and simple shapes that people already connect with their products. They didn’t need a lot of words or complicated images. The designs were so good that people instantly knew which brand was behind them.
Emotional Connection
The campaigns made people smile and feel good. They used humor and surprise to make the brand more likable. People were happy to share these moments with friends, which made the campaigns even more powerful.
Lessons for Marketers
- Think Outside the Box: Use places and spaces people don’t expect for advertising.
- Keep It Simple: The best designs are easy to understand at a glance.
- Make It Fun: Humor and surprise help people remember your brand.
- Encourage Sharing: Make your campaign something people want to talk about and post online.
Conclusion
McDonald’s and Dunkin’ Donuts showed that with smart graphic design and a creative idea, you can turn ordinary places into unforgettable ads. These guerrilla marketing campaigns didn’t just sell food, they made people smile, talk, and remember the brands long after the ad was gone. Want to launch a creative Gorilla marketing campaign? Connect with Vigyapan Mart today.
