McDonald's CMO Dillon Discusses Innovative Beijing Plans
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McDonald's Global
CMO Mary Dillon |
McDonald's Global CMO Mary Dillon, in a Q&A with BRANDWEEK's Kenneth Hein, said that McDonald's for the remainder of '08 will "look to innovate its activations leading up to" this summer's Beijing Olympics. Dillon said the event "will be a great opportunity for us to demonstrate to the world our commitment to the Olympics as well as to bring our innovation and marketing ideas along for the ride." Dillon said the QSR plans to introduce a program called "Olympic Champion Kids," which is a "one-of-a-kind program that McDonald's and the Olympic committee have worked on together to bring children from all around the world to Beijing to experience the games." Dillon added the program will include 300 children "from close to 100 countries," who will have the "chance to meet athletes, attend events and do some cultural touring." Dillon: "It's something we think will shine a favorable light on McDonald's and be exciting to the kids involved." Dillon noted McDonald's has "been a sponsor of the Olympics for 40 years" and since '96 has been the official restaurant of the Games. Dillon said of McDonald's ad campaign surrounding the Beijing Games, "We're really, for the first time in a while, going to bring some attention to the fact we feed the athletes." Hein notes the spot "juxtaposes 'The More We Get Together' children's song against intense athletic competition," and then features the athletes "smiling as they eat McDonald's." Dillon: "We did some research and found out that customers are excited and surprised that we feed the athletes." Dillon added the third leg of the QSR's Olympic activation is the "Olympic Champion Crew." Dillon: "We like to honor the best of the best of our crew around the world and also have them, about 200 crew members, come to Beijing to serve the athletes and spectators along with another 1,200 crew members from China" (BRANDWEEK, 5/5 issue).
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