McDonald’s | Fifa

Emily Au | Art Director
Aysha Addus | Art Director

Lindsay Sadler | Copywriter &
Art Director

Challenge

How can McDonald’s stand out during the World Cup with so much competition for customer attention?

Execution

For sports fans, watching the game is just as stressful as playing. So, when their team wins, fans feel like champs themselves.

Key Insight

Hungry for the win.

Phase 1: Awareness

Let people know through a series of social media posts and OOH’s that McDonald’s is offering a special opportunity during the Fifa World Cup.

First post would get people’s attention by unveiling the new logo, announcing the Fifa partnership and teasing the release date, letting hungry customers know that something exciting is coming in June.


Second series of posts, dropped closer to the start of the games, would give people specifics on how to enjoy this limited time offer from McDonald’s.

The campaign would launch in Toronto and Vancouver - Canadian host cities for the World Cup.

Phase 2: During the Game

Digital OOH displays the score throughout the match. Because of increased visitors to the city, traffic will be heavy.

This offers an opportunity to reach targets stuck in their cars; keeping them up to date on the game and offering them a call to action after the match completes.

Animation of fireworks plays after game is won. Displays winning team and reinforces call to action.

Call to action: Fan’s cheering for winning team, wear your jerseys to McDonald’s and order the McWin meal to claim you special prize.

Phase 3: After the Game

McDonald’s is already famous for “special meal deals”. McWin Meal capitalizes on this cultural zeitgeist, awarding sports fans who wore their winning jersey with a toy trophy replica with their meal.

Sports fans want to collect things - it helps them remember the moment. Years later they can point to merchandise as proof that “I was there”.

Phase 4: Charity

Although the World Cup is a competition, it is also an opportunity for the world to come together and celebrate. Global politics are going to be on people's minds.

Adding a humanitarian element to this campaign allows customers to express that desire for a happier world. With so much competition for customer attention, offering additional incentives, like charitable donations, will increase target interaction.

Also offers opportunities for positive press headlines.