The digital strategy, tactics and ideasChallenge: Tribal DDB should develop a new media strategy for McDonald’s Germany by using the benefits of networked marketing. In that way McDonald’s should gain the maximum return on investment (raise the TCs) in 2002, optimise the marketing mix, and maximise the impact of all communication activities. The answer: all media integration along the McDonald’s marketing calendar.Task: Development of a digital strategy that delivers a maximum return on investment and a true enhancement of the marketing calendar.Goals: All New Media activities pursue the goals of TC driving through impulses and loyalty and Brand support.Target Group: female and male, 13-17 and 18-29Strategy: To achieve this aims, the digital activities concentrate on TC driving cross-marketing “highlights”, one to one marketing and the extension of kids loyalty program / Happy Meal.Key insight: New Media activities show the key insight of this strategy: “Think more focused, targeted and bigger”.