McDonalds has vastly changed its image through research of what they're current customer range is. By finding this out they worked out how to advertise McDonalds to that certain audience and draw them in. one of the ways they done this was by playing on modern days society of looking up to celebrities, they done this by incorporating Justin Timberlake into their advertising scheme and by sponsoring his worldwide tour, this allowed them to increase there customer range by endorsing a worldwide star. Also they've introduced a scheme where customers can download songs after purchasing a meal from McDonalds in the UK.