McDonald's Sponsorship of 2012: We All Make The Games
Principal authors: Kit Altin, Leo Burnett London; Alistair Macrow, McDonald's RestaurantsContributing authors: Mike Treharne and Josh Bullmore, Leo Burnett London; Natalie Redford, OMD UK; Louise Cook, Holmes & Cook
Summary
The brief was to drive affinity for the McDonald's brand by making people feel good about its sponsorship of The London 2012 Olympic and Paralympic Games.
The problem was that while McDonald's was the highest profile Games sponsor, a lot of people were emphatically not "lovin' it". A firestorm of criticism enveloped sponsors who were felt to be...