McDonald's Hong Kong: Official sponsor of fans

Andreas Krasser

This case study explains how McDonald's, a fast food chain, managed to increase its Hong Kong sales by tapping into the 2014 World Cup audience using a sponsorship-driven campaign.

McDonald's Hong Kong: Official sponsor of fans

Andreas Krasser

Campaign details

Brand Owner: McDonald's Hong KongLead agency: DDB Group Hong KongContributing agency: OMD Hong KongBrand: McDonald'sCountry: Hong KongIndustry: Fast food, takeaway outletsMedia: Integrated; Internet - display; Newspapers; Outdoor, out-of-home; Packaging and design; Point-of-purchase, in-store; Print - general, unspecified; Sponsorship - event, property; TelevisionBudget: 1 - 3 million

Market background and cultural context

Not just another World Cup sponsor

Generally speaking, you can divide FIFA World Cup sponsors into three different types:

  1. The fundraisers:they are...

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