McDonald's: Real Time Olympics
Jamo Woo and Icy HanNM Digital
Campaign details
Brand owner: McDonald'sAgency: NM DigitalBrand: McDonald'sCountry: ChinaIndustry: Restaurants and takeawaysMedia budget (USD): $500k - $1 millionChannels used: Games and competitions, Internet - microsites, widgets, Mobile and apps, Social media, Sponsorship - event or property, Television
Executive summary
McDonalds, the quick service restaurant operator, wanted to increase awareness in China of its sponsorship of the London 2012 Olympics. However, it needed to overcome the impact on consumers' interest of the time difference and distance between...