McDonald's South Africa: McCafe 360 Glam Cam

McCafe, a subsidiary brand of fast food chain McDonalds, raised brand awareness in South Africa by setting up a 360 glam cam at the South African Film & Television Awards to capture every angle of the stars.

Campaign details

Brand: McDonald's South AfricaAdvertiser: MCD DigitalCountry: South Africa

Strategy

Objective

McCafe is a fresh, exciting and vibrant brand. Whilst it enjoys the privileges of being a subsidiary of McDonald's, brand awareness levels in South Africa are still low. The sponsorship with a prestigious event like the South African Film & Television Awards (SAFTAs) is a strategic tactic to position McCafe as a lifestyle and aspirational brand.

The objective was to use social media to increase brand awareness by maximizing the potential reach of a nationally broadcasted and socially popular award show.

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