Mid November saw McDonald’s launch a 75-market, integrated, social-first campaign leveraging the 2022 FIFA Men’s World Cup called ‘Wanna go to McDonald’s?’ which, according to the brand, plays on the simple truth that there are two things that can unite people from around the world – a love of soccer and of McDonald’s.
Launched on 9 November (ahead of the 20 November Qatar 2022 kick off) in all markets simultaneously and described by the quick service giant – an official World Cup sponsor – as ‘its largest global campaign to date’, this global ‘common ground’ campaign is spearheaded by a 60-second commercial created in 10 languages and four dialects and shot in four different locations.
The central spot, created by by agency Wieden + Kennedy and helmed by Directors Darius Marder and Alan Yang, sees soccer supporters from all around the world reacting to both victory and defeat by planning a trip to McDonald’s (including references to the fast-food chain’s different nicknames in different places).
The hero spot depicts a diverse range of football fans and families – including TikTok star Khaby Lame, K-pop musician ITZY, Twitch streamer Edwin Castro and Ted Lasso actor Jason Sudekis – all asking the same ‘Wanna go to McDonald’s?’ question.
The global creative spans TV and online and is linked via hashtags such as #WannaGoToMcD and #FancyaMcDonalds and is supported by a series of country-specific activations adapted to national teams, local interests and regional cultures – some of which link McDonald’s’ yellow and red brand colours to the red and yellow cards issued by football referees.
In the UK, McDonald’s has partnered with player ambassadors from both the England and Wales men’s and women’s teams (both of which have qualified for the tournament) to encourage sign-ups for the McDonald’s free ‘Fun Football’ sessions. It has alos linked with non-profit FareShare to ensure every meal delivered on game day is matched for a family in need.
For the first time EVER we’re hosting our @funfootballuk sessions through the winter! ⚽️
With help from our friends at @BBCCIN, we’re ensuring that our programme is available in areas that need it most
Sign up here: https://t.co/AShqtArFaL pic.twitter.com/ECafWsjpgk
— McDonald's UK (@McDonaldsUK) November 8, 2022
In Canada, where the national team is taking part in its first World Cup for 36 years, McDonald’s is issuing promotional codes for free menu items designed as red and yellow cards.
Wanna goooooooooooooooooooooooooooooooooooooooooooooooooooo
— McDonald's (@McDonaldsCanada) November 14, 2022
@ITZYofficial @KhabyLame @Castro1021 pic.twitter.com/MjYsxhS5kb
— McDonald's (@McDonaldsCanada) November 14, 2022
While supporters in the Middle East are being encouraged to take pictures of red cards, draw fries on them and post the photo with the hashtag #WannaGoToMcD in a promotion titled ‘The Happiness Swap’. Also in the MEA region, to celebrate the excitement of so many Arab football commentators’ match-day passion, McDonald’s partnered with commentator Raouf Ben Khelif who will take to TikTok and encourage fans to duet his videos.
oooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooo
— McDonald's UAE (@McDonaldsUAE) November 10, 2022
In China, McDonald’s local campaign plays off the idea that global time zones mean that many games will be played at midnight local time and, as a result, McDonald’s China will deploy ‘11 Midnight Riders’ for late food delivery and the riders will use TikTok to livestream their late night football deliveries.
Comment
In a period of global division (and worse), McDonald’s biggest ever international marketing campaign aims to leverage the world’s biggest sporting event to drive home a message that McDonald’s is a language spoken, a brand loved and a product desired worldwide.
This has long been a classic tactic for FIFA partners at the World Cup, but will the approach continue to be a success in an era of division?
Coca-Cola is another long-time FIFA partner hoping it does as its global ‘Believing in Magic’ Qatar 2022 activation, which launched in September, also depicts fans from around the world celebrating their soccer passion and an every-person type figure imagining their team winning the World Cup.
Fellow FIFA sponsor Budweiser’s ‘Yours To Take’ campaign also featured football fans from around the world running onto the pitch alongside some of the sport’s great players.
This campaign follows in the footsteps of McDonald’s multi-dimensional Russia 2018 World Cup activation which included marketing strands such as ‘Team For Pirlo’ and its Brazil 2014 ‘Gol’ World Cup work.
Leave a comment
You must be logged in to post a comment.