McDonald's FryFutbol
Campaign details
Agency: ArcClient: McDonald'sCategory: Innovative Idea or ConceptCountry: UK
Background
Despite two decades of World Cup sponsorship, across Europe McDonald's was seen as a less relevant or appropriate sponsor than other brands. (TNS 'favourability' measure). And so, after two decades of World Cup involvement, McDonald's sponsorship of the tournament had to become more obvious and more relevant to fans and millennials across 37 European countries.
On the other hand, competitor brands use large-scale sports events for ambush marketing and piggy-back on the event's global attraction. As an official FIFA World...