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 games. Players operate in a largely user generated content (UGC) space, a notoriously sketchy environment, demanding authenticity gamers will reward brands that enhance culture, actively calling out brands that don’t respect it. 

This could not be a flash-in-the-pan, we sought out two key industry leaders, providing the expertise, credibility and scale to enter the world of e-sports. Good...

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