McDonald's: We all make the games

This case study explains how McDonald's tackled negative sentiment around its sponsorship of the 2012 Olympic Games in the UK.

McDonald's: We all make the games

Kit Altin, Natalie Redford and Jo WebsterLeo Burnett, OMD, The Marketing Store

Executive Summary

McDonald's was the highest profile Olympic sponsor, but many people were not "lovin' it". A firestorm of criticism enveloped sponsors who were felt to be a bad fit with a sporting event, and London 2012 was dubbed "The Obesity Games".

The brief was to drive affinity for the McDonald's brand by making people feel good about its sponsorship of London 2012. (Ultimately, the aim was to increase sales, as affinity is a proven sales driver.)

The campaign found common...

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