Critical Thinking In this chapter, you learned about the use of geotargeting by McDonald’s in its “McSmile”

challenge. Part of the success of such campaigns is the word-of-mouth advertising that participants generate with others on social media sites via “shares” and

“likes.” In what ways are such geotargeting campaigns successful? Why might they fail? Have you ever participated in such a campaign? Was it worth “sharing” the product with your friends in return for a small reward?

Would your friends agree with you?