Olympics creates sales boost for McDonalds in the UK
Leo Burnett is a clever advertising agency. I am always impressed by their work. They have big budgets and can pay for talent, so when they bring out a new campaign, you know that it is worth looking at.
For instance, the McDonalds campaign for the Olympics, "We all make the games" shows British consumers how they can celebrate the Olympics at home. The campaign uses Team GB supporters in the press, digital and outdoor media focusing on people who make the games happen - those who sit at home and watch it.
For instance, the McDonalds campaign for the Olympics, "We all make the games" shows British consumers how they can celebrate the Olympics at home. The campaign uses Team GB supporters in the press, digital and outdoor media focusing on people who make the games happen - those who sit at home and watch it.
Sales have gone up in the UK for McDonalds over the Olympic period, which is kind of an oxymoron. You would think that people would be more inspired by the healthy living athletes while they watch them compete at highest level - but that is not so. The average British consumer is loving the "We all make the games" campaign to the point whereby they are happy to share it with the world.
"Levels of engagement are exceeding expectations," said a spokesperson from McDonalds.
Sharing video online through a digital platform for the world to see is commonplace in today's consumer based marketing strategies. In fact, a consumer media campaign is not successful unless there is some sharing online of some sort.
The campaign captures moments and emotions of British consumers during the 2012 London Olympic and Paralympic Games.
The 10 million pound investment in media buying is insignificant compared to the return on investment that McDonalds has already seen. Genius!
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Aled Denton
10 Aug 2012The Olympic games always unite a nation, even people who are not that interested in sport. The drama and hype of the Olympic games will always manage to find a way to inspire those individuals.
ReplyMcDonald's have for as long as I can remember been a part of the Olympic experience. McDonald's new campaign in GB helps to bring the nation together by including casual couch supporters to people that are actually involved in the Olympics.
Average consumers can relate to these moments being emulated in McDonald's marketing campaigns. It helps consumers to believe that buying McDonald's products even though they are not participially healthy, they support the idea of getting behind your nation and it's okay to indulge more than often because consumers are caught up in the Olympic Spirit.
I myself here in Australia have been buying McDonald's alot more than usual just because of its Olympic glasses they offer with a McValue meal, I believe they are playing on my Olympic emotions but sometimes I just cant help it haha.