McDonald's: Realtime Olympics

This case study explains how McDonald's, the quick service restaurant chain, created a smartphone app to engage Chinese consumers during the 2012 Olympic Games.

McDonald's: Realtime Olympics

Icy Han and Jamo Woo

Campaign details

Brand owner: McDonald'sAgency: NIM DigitalBrand: McDonald'sCountry: ChinaChannels used: Games and competitions, Internet - microsites, widgets, Mobile and apps, Social media, Sponsorship - event or property, TelevisionMedia budget: 500k - 1 million

Executive summary

To augment the recognition of McDonald's London 2012 Olympics' sponsorship amongst Chinese consumers and to overcome the time difference between China and Britain, a smartphone app, 'Real-time Olympics', was created to engage consumers in the Olympic Games when they visited McDonald's outlets.

The app innovatively adopted...

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