Campaign ‘Cheer for China’
Client McDonald’s
Agency DDB
Aim To allow people across China to share in the national excitement generated by the Olympic Games and to empower them to cheer on China’s athletes despite the fact that a seat at the event is out of reach for most Chinese consumers.
Execution Official Olympic sponsor McDonald’s has 850 outlets across mainland China and conveniently shares its red and yellow livery with China’s flag. Its patriotic ‘Cheer for China’ campaign saw red and yellow cheering booths placed outside McDonald’s outlets across the country. People could step inside the booths and record a message of support for the Chinese team, which was immediately uploaded onto the website.The campaign invited people to post catchphrases via video, photos, message boards and audio onto the McDonald’s website. The web portal also includedcelebrity blogs and cheers, China’s first online reality show and content for viral videos.
Results The website received more than 25m visitors in its first sixweek phase, as well as 1.2m signups. The second phase, a ‘Cheer for China’ online reality show, garnered more than 7m unique visitors and 1.5m views of the completed videos.The third phase is still in progress.
