Best Social Promotion (Product Launch) Finalist: OMD/McDonald's
publication date: Sep 3, 2009
The 2008 Beijing Olympics were expected to be, and ultimately became, the furthest reaching and most digitally “connected” Olympic Games in history. Additionally, the event significantly increased the visibility of the West into Beijing and China overall. As long time Olympic sponsor, McDonald’s leveraged its global footprint and equity in sports, creating the perfect platform for launching their new Southern Style Chicken products. According to NBC Olympics research, the McDonald’s integration was in the top three of all brands in terms of brand recall, ad recall, brand awareness, and purchase intent. We engaged over 112,000 “Track and Field” participants during the campaign on Facebook, which then amplified the response into millions of exposures in user’s status updates and user pages.
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