McDonald's: Would you like e-sports with that?

McDonalds, a fast food restaurant chain, entered the e-sports space in Australia by aligning with popular e-sports games to reach millennials.

Campaign details

Brand: McDonald’sBrand owner: Amanda NakadAgency: OMD AustraliaMarket: Australia

Executive summary

E-sports is a chaotic and dynamic industry that doesn’t follow the same rules as traditional sport. It is also highly fragmented, with numerous...