FC BURGER MUNICH - THE McDONALD'S STADIUM TAKE-OVER
Title | FC BURGER MUNICH - THE McDONALD'S STADIUM TAKE-OVER |
Brand | McDONALD'S |
Product/Service | MCB. |
Category |
A04. Travel, Leisure, Retail, Restaurants & Fast Food Chains |
Entrant
|
LEO BURNETT FRANKFURT, GERMANY
|
Idea Creation
|
LEO BURNETT FRANKFURT, GERMANY
|
Idea Creation 2
|
THJNK Hamburg, GERMANY
|
Additional Company
|
McDONALD'S DEUTSCHLAND Munich, GERMANY
|
Credits
Andreas Pauli |
Leo Burnett Germany |
CCO |
Armin Jochum |
Thjnk AG |
CCO |
Joerg Hoffmann |
Leo Burnett Germany |
Creative Director |
Christoph Wick |
Leo Burnett Germany |
Creative Director |
Till Rothweiler |
Leo Burnett Germany |
Senior Art Director |
Andreas Daum |
Leo Burnett Germany |
Senior Copywriter |
Alexander Kaesler |
Leo Burnett Germany |
Agency Producer |
Isabel Padberg |
Leo Burnett Germany |
Account Director |
Anna Pichutta |
Leo Burnett Germany |
Account Manager |
Sascha Klein |
Leo Burnett Germany |
Social Media Director |
Valentin Dietmar |
Leo Burnett Germany |
Social Media |
Viktor Kislovskij |
Leo Burnett Germany |
Social Media |
The Campaign
Take-overs are always a great way to stir buzz. But so far they have only been done online. Our idea was to take the take-over into the real world and the Allianz Arena was the perfect fit. It is one of the most iconic buildings in Germany, it belongs to the FC Bayern Munich, the most famous soccer clubs in Germany, and is shaped like a burger.
Campaign Success
For three days 300.00 LEDs transformed the 26.000 square meter facade of the stadium into a giant burger, creating the largest outdoor advertising ever at one of Germany’s busiest freeway interchanges. On social media, this resulted in an immediate discussion about our new burger. Then the topic picked up pace on the media – in Germany and internationally. Finally one week before the launch of the McB. everybody knew about our new burger.
Describe the success of the promotion with both client and consumer including some quantifiable results
The illumination of the Allianz Arena reached a tremendous amount of media coverage. In total 450,000 views were generated simply by cars passing the arena on the freeway, over 10 million people saw it on Facebook, creating over 400,000 user-interactions. Besides, the campaign led to over 20 million media impressions, resulting in an estimated earned media value of over 2.1 mio. €.
Explain why the method of promotion was most relevant to the product or service
To launch McDonald's latest promotion burger, we decided to go big and turned a whole stadium into a giant burger - and not just any stadium but the stadium of Bayern Munich. Since July 2016, the stadium can be illuminated in the full RGB spectrum thanks to a unique technology utilizing 300.000 LEDs. Using this architectural icon as an ambient medium, the attention for our new burger was guaranteed. Resulting in an unmatched buzz before the burger even came to the restaurants.
Our primary target audience were young adults and young professionals (20-35 years old) with high social media usage behavior. As a second target audience we identified older adults and burger lovers ranging from 35 to 49 years of age.