Title	FRYFUTBOL
Brand	MCDONALD'S
Product/Service	WORLD CUP SPONSORSHIP
Category	A09. USE OR INTEGRATION OF DIGITAL OR SOCIAL MEDIA
Entrant Company	FACEBOOK London, UNITED KINGDOM
Contributing Company	FACEBOOK London, UNITED KINGDOM
Contributing Company 2	ARC LONDON London, UNITED KINGDOM
Media Agency	OMD INTERNATIONAL London, UNITED KINGDOM
Production Company	FRAMESTORE, UNITED KINGDOM

Name	Company	Position
Mark D'arcy	Facebook	Chief Creative Officer/Facebook Creative Shop
Rob Newlan	Facebook	Head Of Creative Shop/Emea
Jill Gray	Facebook	Lead Creative Strategist/Creative Shop London
Thomas Truttman	Mcdonald's	Vp Marketing
Kj Weir	Facebook	Global Agency Partner
Chris Farrow	OMD	Account Director
Helene Atkinson	OMD	Executive Director
Liam Hopkins	Arc Worldwide Sponsorship)	Account Director
Caron Beith	Arc Worldwide Sponsorship)	Head Of Arc Sponsorship
Jon Riche		Director
Toby Walsham	Framestore	Assistant Director
David Hay	Framestore	Producer
Emma Thompson	Framestore	Producer
Laurie Castelli	Freelance	Agency Producer
Stephen Haines	Facebook	Global Agency Director
Wayne Harris	Facebook	Client Partner
Catherine Flynn	Facebook	Client Solutions Manager
Nikhil Shah	Facebook	Measurement Solutions Analyst

The Campaign

There’s been an explosion of Branded Content and a major shift in how this content is being consumed across Europe. We’ve seen a 267% increase in digital video consumption, vs. 2% decrease in TV (eMarketer April 2014 data). Mobile video consumption in particular has grown 532% from 2012 to 2014 (Ooyala Global Video Index Report, Q1 2014). These changes are putting tremendous pressure on brands to make sure that (a) their content is found amidst the crowd, (b) their content is super relevant, and (c) their content is available via mobile. According to internal research, 76% of people who watch video online say that Facebook is their top source for discovery. Facebook is seeing over 1 billion video views per day, with 65% of those happening on mobile. This digital video and mobile-driven landscape set a clear path for how McDonald’s could best leverage its World Cup Sponsorship across the region.

Results

THE CHALLENGE: McDonald’s approach to content is often locally-driven with a heavy lean towards immediate sales-driving ads. In fact, their last major multi-country effort was over 12 years ago for the launch of I’m Lovin’ It. But for their World Cup sponsorship, given the growing pressure from non-sponsors’ ability to dominate major events, we knew we needed to cut through the World Cup clutter in a big way across a big region with quality content. The idea needed to resonate with football lovers across 37 different European countries that speak almost as many languages, and remain relevant for the entire month of World Cup. THE IDEA: Welcome to FryFutbol, where the World Cup moments that people were most passionate about were re-created in real-time using the McDonald’s product that people feel most passionate about – french fries – in a stadium made entirely of McDonald’s packaging. From Tim Howard’s superhuman performance to the German-Brazil demolition, we created the french fry version of the most talked about events. THE EXECUTION: The moment the last game ended each day in Brazil, work started in London. 45 minutes to storyboard. A midnight call for approvals. 30 minutes for props, 4 hours to shoot, 2 hours to edit, and then another sunrise call to the lawyers. With no time for translations, we even invented a new language, Frylish. From idea to finished film all in a mere 8 hours, served up in 37 countries’ Facebook newsfeeds just as Europe awoke the next morning. Again, and again, every day of the World Cup, resulting in nearly 30 videos in 30 days. It was real-time video content at a scale never seen before, expertly delivered to the people who it mattered to most at the moment it mattered most, just in time for the lunch rush!

The McDonald’s FryFutbol real-time World Cup video campaign was distributed via Facebook newsfeed ads with highly sophisticated targeting. For the first time ever, our ads were pinpoint-targeted at scale to clusters of people who were ACTUALLY engaging with the World Cup on Facebook within the previous 24 hours. For example, if someone checked in to watch a World Cup match the night before, they were targeted the next day with McDonald’s real-time French Fry film re-creations of yesterday’s play of the day. This ensured that the people who would most likely be interested in our content actually received it.

FryFutbol exceeded expectations across all metrics, scoring epic results from reach to engagement to brand perception to sales. We reached over 135M unique people on Facebook with over 50M total video views across the program. Because the content was so shareable and relevant across borders, the campaign reached 158 countries despite only buying media in 37 and McDonald’s only existing in 119. The campaign results in over 7M social engagements and 188k new fans added to local pages. When brands like Nike prove that the heavy pricetag of sponsorship isn’t always necessary to get attention, McDonald’s was beyond please to see its sponsorship money put to good use, coming in as the 2nd most recognized sponsor of the World Cup amongst the 15, with over 23% Facebook SOV. The main aim of the campaign was to shift brand perception and love. McDonald’s FryFutbol resulted in positive brand metrics across all 7 Nielsen-measured countries, including France’s epic 20% lift in brand favourability, a 19% lift in purchase intent across France, Germany & Netherlands, and Nielsen’s highest ever measured lift in purchase consideration in the Netherlands. And the sprinkle of salt on top, over 10 billion fries were sold across Europe.