McDonald's FryFutbol

This case study demonstrates how McDonald's, the fast food restaurant, increased its relevance in Europe as a sponsor of the 2014 World Cup.

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...

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