McDonald's has become the latest brand to tap into football fever, launching a raft of initiatives that aim to build capital out of the fastfood giant's World Cup sponsorship.
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Developed by the fastfood chain's retainer agency Leo Burnett Singapore, the multi-platform blitz seeks to make McDonald's various offerings relevant to World Cup fans, with the tagline 'Love every second of the game with McDonald's'.
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"While most World Cup-themed campaigns typically revolve around the glory of winning, we decided to take an alternative route by turning the spotlight on to the football supporters — our customers — and highlighting how McDonald's shares their passion," explained Leo Burnett regional account director Thomas Sonberg.
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The campaign includes three TV spots, one each for McDelivery 24/7, special World Cup meals and the Player Escort programme — running on national TV and cable, and supported by print and in-store. The McDelivery spot attempts to capture the magnetism of World Cup coverage, with a deliveryman and his customer distracted from their transaction by a match. The spot ends with the voiceover: 'If you don't want to miss any of the action, simply call McDelivery 24/7… and choose from one of our delicious World Cup meals. Love every second of the game with McDonald's.'
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The Player Escort Programme, meanwhile, was an initiative where three kids and a parent were sent to the World Cup to walk on to the pitch before the Germany-Costa Rica opening match.
