McDonald's: Realtime Olympics
Icy Han and Jamo Woo
Campaign details
Brand owner: McDonald'sAgency: NIM DigitalBrand: McDonald'sCountry: ChinaChannels used: Games and competitions, Internet - microsites, widgets, Mobile and apps, Social media, Sponsorship - event or property, TelevisionMedia budget: 500k - 1 million
Executive summary
To augment the recognition of McDonald's London 2012 Olympics' sponsorship amongst Chinese consumers and to overcome the time difference between China and Britain, a smartphone app, 'Real-time Olympics', was created to engage consumers in the Olympic Games when they visited McDonald's outlets.
The app innovatively adopted...