Campaign details

Brand: McDonald's
Brand owner: McDonald's
Lead agency: FP7 McCann Beirut
Contributing agencies: UM Lebanon, Ripply Mena, RPR Mena
Country: Lebanon
Industries: Restaurants & takeaways
Media channels: Content marketing, Events & experiential, Online video, Sales promotion, Social media
Budget: Up to 500k

Executive summary

McDonald’s gets into trouble every football World Cup. While restaurants either showed the matches in store or created mega bundle deals for people watching at home, McDonald’s did neither of those things and people just forgot about the brand for the two months of the tournament. McDonald’s needed to get back into the World Cup conversation in one way or another. So, it looked at doing so on social, where all the action is.