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Sponsorships, Advertising & Marketing
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McDonald's Planning Biggest Marketing Push Ever At '08 Games
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McDonald's Planning Biggest Marketing
Push Ever Around Beijing Olympics |
McDonald's Global CMO Mary Dillon said the company's marketing efforts around the Beijing Olympics will be the QSR's "biggest activation ever," according to a Q&A with Emily Bryson York of AD AGE. The marketing plan includes "global spots to showcase the chain's history of feeding athletes -- with local twists -- and competitions in 30 countries to select 200 children for trips to the games." Dillon said the Olympics are something McDonald's feels "passionately about -- the values of the Olympics and how they connect with the values of McDonald's and how we're going to bring it to life in many different ways that I think will be fun for our customers around the world." Dillon added the company is going to implement a "more varied use of media. ... We have increased the amount of digital from practically nothing in the mix to 7% of the mix globally in the last couple of years." Meanwhile, she said the 200 children chosen in the promo will "meet athletes, they'll tour the places that most people wouldn't be able to tour, they'll certainly see the Olympics, and they'll learn about the cultural and historical aspects of China." Dillon: "Some of the kids will be selected if they have an interest in journalism. They'll be able to have blogs and reports that they'll send back home to tell other kids or their local community about their experience at the Olympics." When asked about how the children are chosen, Dillon said China is doing a "whole bunch of marketing around the Olympics," including a reality show on CCTV where they are "following groups of kids over multiple months, and they'll go through a bunch of different activities ... to qualify to be some of the Chinese kids that get to go to the Olympics. And different countries will have their own version of how they identify the children" (AD AGE, 3/3 issue).
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