McDonald’s
World Cup McDelivery
McDonald’s
World Cup McDelivery
A FIFA World Cup 2023 shrouded in controversy posed major challenges for sponsors: how to generate excite and create ‘feel good’ when many felt ambivalent?
The answer for McDonald’s was two fold: remind fans what the World Cup means be celebrating great memories, and support this with a partnership with FareShare to fund the redistribution of 1m free meals during the tournament when ordering via the McDelivery app.
We did this through McDelivery Moments – a content series which asked players and celebrities for their favourite World Cup moments. Their responses were showcased across social and also printed on limited edition McDelivery bags for fans to win on England and Wales matchdays when ordering via the app.
Participants included footballer Phil Foden, ex footballer and pundit Micah Richards, sports presenter Laura Woods, and musicians Tom Grennan and AJ Tracy.
Made
You Look.
• 278 pieces of coverage with total reach of 28m
• 180 social posts generating 8.7m organic content views across partner and brand channels
Made
You Care.
• 400% increase in social mentions of McDonald’s in connection with football and/or World Cup
• 4 x record breaking McDelivery order days during World Cup
• Redistribution of 1.1m meals via FareShare funding/ partnership
