KAJIAN KEGAGALAN KAMPANYE PERIKLANAN EXPERIENTIAL SOLIDARITAS SOCIAL DISTANCING COVID-19 MCDONALD’S BRAZIL
Abstract
Pewaralaba McDonald’s Brazil memublikasikan kampanye experiential solidaritas gerakan social distancing untuk menghambat pandemi Covid-19 pada 20 Maret 2020. Awalnya kampanye tersebut mendapat apresiasi positif, namun muncul sejumlah apresiasi negatif dari netizen media sosial global yang mengakibatkan McDonald’s menarik semua materi kampanye tersebut sambil meminta maaf. Kampanye ini dikaji secara deskriptif eksplanatif sebagai sebuah pembelajaran dalam bidang desain komunikasi visual, khususnya perancangan experiential marketing yang memanfaatkan identitas merek. Didapatkan bahwa strategi kampanye yang disusun melalui sejumlah modul pengalaman relevan dengan alasan rasional yang dibangun, akan tetapi tidak membangun empati atau ada kesenjangan pada aspek emosional. Selain itu terdapat kesenjangan informasi atas layanan dengan ekspektasi serta persepsi masyarakat terhadap merek dan kampanye yang dilaksanakan. Pertimbangan relasi antara pemanfaatan elemen identitas dan merek dengan persepsi dan ekspektasi akan kinerja merek harus disusun dan dipetakan dengan jelas sebelum merancang sebuah kampanye dengan strategi experiential marketing.
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