McDonald's: Player Escorts at EURO 2016

This case study describes how fast-food retailer McDonald's used real-time, kid-focused content, delivered via social media to connect with parents and build brand trust.

McDonald's: Player Escorts at Euro 2016

Helene Atkinson, Irina Puzakova, Vandana Bains

Campaign details

Brand: McDonald'sBrand owner: McDonald'sLead agency 1: OMD InternationalLead agency 2: Leo BurnettContributing agencies: Shoot the CompanyCountry: RomaniaIndustry: Food industry (general), Restaurants & takeawaysChannels used: Mobile & apps, Online display, Online video, Social mediaBudget: 3 - 5 million

Executive summary

As part of its long-term sponsorship of the UEFA European Championship™, McDonald's had exclusive association with the tournament's Player Escort programme. Since 2002, this programme has provided thousands of children...

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