The drive aims to recruit members of the public to join a cheering competition for its Olympics team. The top finalists will receive professional performance training for an official ‘McDonald’s Cheering Team’, which will tour the country and attend the Beijing Olympics.
While DDB China is leading above-the-line for the integrated campaign, sister Omnicom agency Tribal DDB handled digital, with OMD in charge of media buying and planning.
“We came up with a simple and interesting way to invite all Chinese people to express their support for their national team, said DDB Shanghai managing director Jesse Lin. “Hence the campaign slogan ‘I’m lovin’ China to win’.”
Consumers can also express their support for the China Olympic team by uploading photos or video clips on McDonald’s website at www.mcdonald. com.cn. In addition, customers can also go to dedicated McDonald’s restaurants in Beijing, Shanghai and Guangzhou, where futuristic red ‘Cheering Booths’ have been provided for them to enter and shout out messages for Team China.
Through internet voting, the 10 best cheering finalists will be selected in March.
The public will then vote again for the top five finalists, who will be selected for the official McDonald’s Cheering Team.
To further drive interest in China, a major online component includes two viral videos which are spreading on video sharing websites such as Tudou.com and QQ.com, along with ads on QQ.com and sina.com.
In addition, the campaign includes PR support, street events, and in-store promotions in more than 800 McDonald’s restaurants nationwide.
A specially-designed ‘Hero choice menu’ has also been launched.
The ongoing campaign will have several phases of follow up events in the run-up to the Games in August.
“We don’t think we are later than other Olympic sponsors in launching our Olympic marketing initiatives,” said Lin, adding that the McDonald’s campaign differs from other sponsors through its interactivity.
