“Wanna Go To McDonald’s?” Amity, Shirozia, Yi Xuan, and Jennifer DESCRIPTION & BACKGROUND Portrays soccer fans around the world in both victory and defeat planning their next move to McDonald’s. ● This is the work of Macca’s chief creative agency in the US, Wieden+Kennedy New York. ● Along with market specific activations catered to local interests and cultures. ● McDonald’s LARGEST global campaign to date ● The effort was launched across 75 markets at the same time ● Timed to the Men’s Fifa World Cup PR or Advertising? Promotion of Products Core objective of advertisement is to promote McDonald’s products. (Turow, 2018) Celebrities & Influencers ADVERTISING The ad featured well-known celebrities and influencers such as ITZY, Jason Sudeiki, Edwin Castro and Khaby Lame Global Message 10 languages and 4 dialects and used the FIFA World Cup to connect with the global audience PR or Advertising? Promotion of Products Core objective of advertisement is to promote McDonald’s products. (Turow, 2018) Celebrities & Influencers ADVERTISING The ad featured well-known celebrities and influencers such as ITZY, Jason Sudeiki, Edwin Castro and Khaby Lame Global Message 10 languages and 4 dialects and used the FIFA World Cup to connect with the global audience ITZY Khaby Lame Edwin Castro Jason Sudeikis PR or Advertising? Promotion of Products Core objective of advertisement is to promote McDonald’s products. (Turow, 2018) Celebrities & Influencers ADVERTISING The ad featured well-known celebrities and influencers such as ITZY, Jason Sudeiki, Edwin Castro and Khaby Lame Global Message 10 languages and 4 dialects and used the FIFA World Cup to connect with the global audience PR or Advertising? Cultural Inclusivity History of adapting to local cultures and tastes. Sponsorship Opportunities PR strategy of sponsoring teams is created, that can enhance image and credibility. PUBLIC RELATIONS Campaign with FIFA Utilises the massive audience, at home and in the stadium, which the FIFA World Cup attracts. (Tye, 1998) PR or Advertising? Cultural Inclusivity History of adapting to local cultures and tastes. Sponsorship Opportunities PR strategy of sponsoring teams is created, that can enhance image and credibility. PUBLIC RELATIONS Campaign with FIFA Utilises the massive audience, at home and in the stadium, which the FIFA World Cup attracts. (Tye, 1998) CONTEXT Social & Political All demographics Togetherness CONTEXT Cultural Worldwide sport Cultural inclusivity and adaptability CAMPAIGN EXECUTION ● The campaign is notable for its multilingual and multicultural approach. ● The messaging revolves around the universal love of soccer and McDonald's, tapping into the shared passion of people around the world during the World Cup, ultimately uniting people from all around the world ● What makes this campaign so current and joyful, are the 10 languages and 4 dialects in which the campaign has been developed. ● With the World Cup around the corner, McDonald’s launched the same campaign across more than 75 of its markets for the first time ever. CAMPAIGN EXECUTION Global Appeal ● The FIFA Men's World Cup is one of the most-watched sporting events worldwide, with a massive global following. ● McDonald's can leverage the tournament's popularity to reach a diverse and vast audience. ● The event's global appeal means that people from different countries and cultures are interested in it, creating a broad potential customer base. CAMPAIGN EXECUTION Cultural Inclusivity ● McDonald's has a history of adapting its marketing campaigns to local cultures and tastes. ● When running a campaign tied to the Men's World Cup, they can showcase cultural inclusivity by featuring various cuisines or menu items inspired by the participating countries. ● This can resonate with local audiences and create a sense of belonging. CAMPAIGN EXECUTION Sponsorship Opportunities ● McDonald's “Wanna Go To McDonald’s” campaign sponsors teams and events within the World Cup. ● This provides additional visibility and association with the excitement of the tournament. ● Being an official sponsor for the World Cup enhances the brand's image and credibility. OPPORTUNITY ● ● Fifa world cup = Opportunity. ● People are on the couch, they are out celebrating... McDonald's is capitalizing on the increased consumer engagement and activity during the World Cup to promote its brand and products. Global Exposure The FIFA World Cup is one of the largest sporting events in the world, engaging 5 billion people worldwide. Through advertising campaigns related to the World Cup, McDonald's is able to expose its brand to a large global audience. Aligning its events with the World Cup also creates a sense of interconnectedness, with the company projecting an image of a place filled with community, joy and togetherness. Appeal to Target market McDonald’s prides itself in not limiting its target audience. “McDonald's aims to offer a friendly, fun environment for everyone, and we mean everyone, to enjoy.” The FIFA World Cup allows the company to focus on a subset of its target audience. Football fans and sports enthusiasts often represent a young, diverse and active audience. McDonald's can appeal to this target market through activities related to the FIFA World Cup and increase the awareness of its brand among this audience. Expanded menu During the FIFA World Cup, McDonald's can launch special menus or promotions related to football matches and countries to keep consumers curious about McDonald's. Regional marketing The FIFA World Cup attracts audiences from all over the world. McDonald's can launch special promotion activities based on the culture and tastes of different countries and regions to meet the needs of local markets. … Morgan Flatley EVALUATION OF THE CAMPAIGN How do we determine success? McDonald’s Chief Global Marketing Officer “What we can all agree on is that every celebration is a little bit sweeter with McDonald’s World Famous Fries, and every missed goal or yellow card stings just a little less when you’re enjoying a Big Mac.” ● ● ● Sales + ROI Brand visibility Engagement Available metrics: ● ● ● The Fifa world cup engages 5 billion people worldwide. That is EXPOSURE! July, august, september = 10% global comparable sales as opposed to october, november and december = 12% growth Market Specific activations: Macca’s Glued itself to the fandom of the world cup. Not only was the campaign a minute long creative film but involved; ● Canada will issue promo codes for free McDonald’s as yellow and red cards are issued during the country’s games. ● Fans in the Middle East will be encouraged to take pictures of red cards, draw fries on them and post the photo with the hashtag #WannaGoToMcD in a promotion titled “The Happiness Swap.” McDonald's integrated marketing campaign for the FIFA Men's World Cup demonstrates a strategic blend of advertising and public relations efforts, capitalising on a global opportunity while showcasing cultural inclusivity and leveraging the appeal of a diverse set of influencers. It was an ultimate success in enhancing brand image while uniting people from all around the world. Thanks! References: ● ● ● ● ● ● Marketing Dive. (2022). McDonald's reveals 2022 FIFA World Cup marketing campaign. Marketing Dive. https://www.marketingdive.com/news/mcdonalds-2022-fifa-world-cup-marketing-campaign/636458/ B&T Magazine. (2022). McDonald's Scores Own Goal with Rather Uninspiring World Cup Work. B&T. https://www.bandt.com.au/mcdonalds-scores-own-goal-with-rather-uninspiring-world-cup-work/ Turow, Joseph. ‘The Development of the Modern Advertising Industry’ in Jonathan Hardy, Helen Powell & Iain MacRury (eds). The Advertising Handbook. London: Routledge, 2018, pp 3-15 Tye, Larry. The Father of Spin: Edward L. Bernays and the Birth of Public Relations. New York: Henry Holt, 1998, “CHAPTER 3: The Big Think”, pp. 51-75. FIFA (2023) One Month On: 5 billion engaged with the FIFA World Cup Qatar 2022TM, www.fifa.com. Available at: https://www.fifa.com/tournaments/mens/worldcup/qatar2022/news/one-month-on-5-billion-engaged-with-the-fifa-world-cup-qatar-2022-t m. McDonald’s (2018) Who is your target market / audience?, www.mcdonalds.com. Available at: https://www.mcdonalds.com/gb/en-gb/help/faq/who-is-your-target-market---audience.html.
