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McDonalds has begun an initiative to recruit several mum’s as correspondents as part of a quality program.

The idea is that Mum’s will be given unique insight into how McDonalds works internally, in return for the mum’s telling their social network about their (hopefully) positive experience.

No doubt McDonalds will have their listening ears on .. hoping to glean some insight into one of their key consumer demographic.

The mum’s were chosen for their online influence and degree of social network. I hope this doesn’t equate just to the number of Myspace friends? (smiles).

Perspective: I think it’s a good initiative. All brands need to open up their inner workings and indeed allow some ownership of the brand to flow to the real owners of the brand .. that is the people who consume it!