| Title | McDONALD'S FRYFUTBOL |
| Brand | McDONALD´S |
| Product/Service | McDONALD´S |
| Category |
A07. USE OF SOCIAL IN A MEDIA CAMPAIGN |
|
Media Agency 2
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OMD INTERNATIONAL London, UNITED KINGDOM
|
|
Entrant Company
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OMD INTERNATIONAL London, UNITED KINGDOM
|
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Media Agency
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OMD INTERNATIONAL London, UNITED KINGDOM
|
|
Production Company
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FRAMESTORE, UNITED KINGDOM
|
Credits
| Thomas Truttmann |
Mcdonald's |
Marketing Director |
| Chris Farrow |
OMD International |
Account Director |
| Helene Atkinson |
OMD International |
Executive Director |
| Jill Gray |
Facebook |
Senior Strategist |
| Rob Newlan |
Facebook |
Regional Creative Director |
| Sumitra Balakrishnan |
OMD International |
Paid Social Director |
| Wayne Harris |
Mcdonald's |
Paid Social Senior Planner |
| Liam Hopkins |
Arc Sponsorship |
Account Director |
| Olga Dyachuk |
OMD International |
Digital Director |
| Fred Whitton |
OMD International |
Digital Executive Director |
| Catherine Flynn |
Facebook |
Client Solutions |
| Duarte Rego |
OMD International |
Senior Paid Social Planner |
Results and Effectiveness
What started as a paid European campaign in 37 countries, was then taken to all parts of the world - 158 markets in total!
The most fries sold in a comparable period ever (+250m) and stopped the decline of core sales during a World Cup.
McDonald’s received Nielsen’s highest ever scores (+20%) for Brand Favourability and (+30%) for Purchase intent.
The campaign of ‘firsts’.
- The most viewed single piece of digital content for McDonald’s ever (47m+ views).
- The most ‘Liked’ campaign content in McDonald’s history (+5m Likes).
McDonald’s, a brand that now has a relevant fit for its sponsorship.
Creative Execution
FryFutbol recreated the major moments of every day’s play during the World Cup, using a giant model stadium made entirely of McDonald’s materials
In all, we created 30 FryFutbol videos depicting famous and real-time football moments.
We were in News Feed’s, Sports reports and on YouTube straight after a match, across 37 European markets, just as people were catching up on the action from the day before.
The strategy was flexible and quick enough to make an impact on a daily basis, with scale. We could specifically target our audiences in a locally relevant tone by day and up-weight our media activity based on each country’s view of the moment. Equally, we could use Facebook’s advanced targeting of World Cup fans to optimise the effectiveness of the campaign by the hour, across all 37 countries.
This was a Real-time execution done at real scale, from idea, to production, to delivery.
Insights, Strategy and the Idea
Despite 30 years of major sponsorships, McDonald’s are not perceived to be entirely ‘appropriate’ sponsors of the Fifa World Cup.
We had to find a positioning which stayed true to the brand, but also brought their Global sponsorship of the Fifa World Cup to life. Together with Facebook, we would create content which credibly associated McDonald’s with the FIFA World Cup and redefine their sports sponsorship positioning, all whilst continuing to sell products globally during a period where sales usually decline.
Generically talking about McDonald’s World Cup association did not cut through so we had to find a new positioning and use advanced targeting methods online to target specific World Cup fans with relevant messages. McDonald’s could then connect themselves with the most relevant moments of the World Cup, at the most relevant time.
Through social media, in real-time, McDonald’s would re-create 2014 World Cup plays using their famous fries.