Attention Grabbers

There has been a long time feud in the fast-food industry between McDonalds and Burger King. The two companies have been biding for attention as well as retaining and obtaining loyal customers for years. Recently, however, McDonalds came out with a new tactic by somewhat helping Burger King advertise in France. Obnoxious, and hilarious, McDonald's created a sign for Burger King stating that the driver only had "258 KM to go" (160 miles) to reach Burger King's drive thru. Meanwhile a much smaller sign is located next to the hard-to-miss Burger King sign stating that McDonalds is merely 5 KM away. There are over 1,000 McDonalds drive-thrus in France, which is far more than the amount of Burger King drive-thrus in the same country. This kind of advertising not only grabs attention but makes clear to its local audience that McDonalds is always convenient and there for you whereas Burger King is not. This location was likely chosen as a result of its remoteness from any nearby Burger King drive-thrus (Adweek)

This feud has always been public knowledge. Even this sign from Brioude has become widely recognized online as of recently. However, I do not believe that the company expected the sign to blow up as much as it has. As a result, more visuals of the McDonalds brand in North America has been embedded with the association of McDonald's having a better understanding of its consumers. Through the accomplishment of having more drive-thrus, McDonalds can demonstrate its understanding that consumers come to McDonald's for convenient, good-tasting food on the road because of their fast-paced lifestyles. People are busy. Food should be convenient. McDonalds can provide that, but can Burger King? It is true that consumers may be loyal to Burger King and will make that extra trek for a Whopper, but if you don't have to go farther for a burger, why would you? 

Many questions can be implied through these 2 signs side-by-side. 

I love this advertisement. It is hilarious and innovative. It is eye captivating and makes consumers think about the positives of McDonalds while simultaneously demonstrating some of the drawbacks of its competition. 

Grabbing the attention of consumers in a unique and comedic way can benefit a company's image as demonstrated. The photo of the McDonalds sign compared to the "Burger King sign" has increased in popularity online, impacting consumers across the world. Being able to make an impact such as this demonstrates the power of grabbing attention with advertisements. Anything can happen as a result, and it can serve to benefit a company such as McDonalds beyond possible expectations.