McDonald's: My Greatest Feat- The Next step

This case describes McDonald's adaptation of "My Greatest Feat", a campaign first used to leverage its Beijing Olympic Games sponsorship, to the 2010 FIFA Soccer World Cup.

McDonald’s: My Greatest Feat – The Next Step

Summary

It’s easy to make a new burger. It’s very hard to rebuild lost trust.

In 2008, McDonald’s created the “My Greatest Feat” programme to leverage the Beijing Olympic Games sponsorship.

In 2010, they chose to use it again, to greater effect, in order to create change with far reaching implications.

Taking Kiwi kids’ humble relationship with the All Whites, a start-to-finish experience was created that delivered well beyond expectations.

Business Challenge

McDonald’s has always been committed to the well-being of children with their sponsorship of programmes that encourage an interest in...

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