Lars Voedisch, Founder and Managing Director of PRecious Communications was featured in Marketing Interactive’s ‘Branding News’ section on October 11, 2019, in an article titled “McDonald’s SG Site Crash: Did it Lend More Hype to its Loungewear Collection?”. Recently, the fast-food giant experienced what can be classified as the luckiest IT default ever. The release of their latest loungewear collection was received with enormous hype, perhaps even too much. McDonald’s did not expect the amount of online traffic and within minutes of launch, the website crashed. Disastrous as it may seem, the crash only elevated the anticipation for the collection.
Here is Lars’ Comment as Featured in Marketing Magazine’s Article ‘McDonald’s SG Site Crash: Did it Lend More Hype to its Loungewear Collection?’
“Those who did not know about the promo will definitely hear of it now as more people are talking about it. While I don’t feel McDonald’s “orchestrated” the glitch, I also do not think the brand anticipated the situation well enough. McDonald’s should have worked with a partner to aid in handling volume when launching marketing gimmicks.”
Why Are We Talking About This?
Although McDonald’s may have benefited from additional hype after the crash, netizens were left frustrated and showed their displeasure on Facebook and Instagram when the fiasco occurred. The quick launch of a website dedicated to pre-orders was a nice touch but similar situations should be anticipated and contingency plans should be put in place.
Demand forecasting plays a major role when it comes to collectables and McDonald’s collectables have always seen high demand. Many companies have received a lot of bad press and suffered huge financial losses amidst similar situations in the past, where demand forecasts went horribly wrong. Lady Luck is a cruel mistress. In the future, she might not be on McDonald’s side. But hey, all’s well that ends well.