McDonald's: Player Escorts at Euro 2016
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...