Ann: McDonald's Group to use ShareRoot's UGC Platform, page-35

This is getting worldwide coverage…following from UK overnight

McDonald’s tries user-generated content instore – Content24
BY JAMES QUILTER
DIGITAL EDITOR, FIRSTWORD
0 2 Share0 0 McDonald's food
28 October, 2015
Welcome to Content24. Why is it different? Because it’s a digest of the stories that have made an impact over the past 24 hours, and not just a platform for recycled content marketing. Today we’re looking at Google and McDonald’s
McDonald’s tries user-generated content instore
McDonald’s has hired Australian content marketing software provider Shareroot to handle marketing for 38 outlets in Texas. Yes, this is only a small proportion of the 14,000 establishments where you can procure yourself a Big Mac and a McFlurry. But what is interesting is that Shareroot manages and provides user generated content.
The system scans social media platforms for content according to certain criteria – searching for pictures on Instagram, for example. Shareroot then provides the user with licensing rights specific to the environment where it is intended to be published, ie offline, online or in-store.
At FirstWord we often state that content marketing needs to be about journalism. One of the first things fledgling journos become aware of is usage rights to photography and how expensive it can be if you get it wrong.
The other interesting angle is that, in what is probably a trial, McDonald’s is looking at employing user-generated content in-store.
- See more at: https://www.firstword.co.uk/mcdonal...ntent-instore-content24/#sthash.LLnwztYR.dpuf