Successfully incorporating today’s digital technologies requires companies to operate in new ways. However, many employees are not impressed with how their companies are responding to digital trends.
Gerald C. Kane, Doug Palmer, Anh Nguyen Phillips and David Kiron
For the 2015 Super Bowl football game, McDonald’s Corp. hatched an ambitious marketing plan — to give away an item related to every commercial airing during the game. The catch was that McDonald’s managers didn’t know what products were going to be advertised during the game. Some were surely going to be big-ticket items, such as automobiles, while others — like alcohol — would be illegal to give away as part of a contest.