McDonald's brings World Cup fans together with new global campaign

McDonald’s has unveiled a new global marketing campaign to bring fans of 2022 FIFA World Cup together upon kicking off its sponsorship for the tournament this Sunday.

Also known as “Wanna go to McDonald’s?”, the campaign is inspired by the idea that “Even if you disagree on which football team you support, you can still always agree on McDonald’s”, according to Eugene Lee, regional CMO (Asia) at McDonald's.  

The video ad plays on the undeniable, universal fan truth — people across the globe all have McDonald's in common. “While we may all root for different teams this World Cup, we can all agree that every celebration is a little bit sweeter with McDonald’s fries, and every missed goal or yellow card stings just a little less when you’re enjoying a Big Mac,” said Morgan Flatley, global chief marketing officer at McDonald’s on her LinkedIn.

The campaign will come to life in over 75 markets worldwide ahead of its sponsorship of the tournament.

MARKETING-INTERACTIVE has reached out to McDonald’s for additional information.

Most recently, McDonald’s has launched a campaign on Singles' Day to invite consumers to "swipe right" on a group of menu items looking for love. Themed 'The Single 11', the cheeky campaign introduces a line-up of single products that don't always get a second glance from customers, compared to their more famous counterparts that steal the limelight. 

Breaking away from the usual price-offs and discount driven promotions associated with the 11.11 festival, OMD conceptualised this light-hearted campaign to inject fun back into Singles Day. Consumers are invited to mingle with 11 lesser-known menu items presented through tongue-in-cheek dating profiles, guided by key visuals from DDB. The Single 11 campaign will progressively launch across six markets in the region, including Brunei, India North & East, Malaysia, Philippines, Thailand and Vietnam, with the first campaign running from 1 November 2022 to the last campaign ending on 27 November 2022. 

While in Hong Kong, McDonald’s Hong Kong has unveiled a citywide campaign in October to promote the Big Mac and its newly introduced Chicken Big Mac, featuring local boy band MIRROR members Keung To and Ian Chan.

Created by DDB Group Hong Kong, the campaign is well-timed to launch the same day as the upcoming ViuTV’s original drama "We Got Game", in which both MIRROR members will be starring in. It will run for the next three weeks. 

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