Moving on to my 3rd TOP for the Olympics and checking out what their marketing efforts are with relation to the Olympics, today’s TOP is MacDonald!! Everyone’s favorite Golden arch!!
Its pretty ironic how a fast food outlet is actually the official restaurant for the Olympics. But they really leveraged the sponsorship using digital media.
They’ve come up with a campaign called The Lost Ring which has been running from 29th Feb to Aug, an alternate reality game which traces the history of the Olympics which was apparently forgotten.6 lost athletes from the another era trying to uncover that lost history and u’ll be helping them out.
There’s a wiki which is a beginner’s guide to the game, a Youtube video (below) for the trailer and there’s also a historian called Eli Hunt who has a blog page with pod casts who helps you along the way.
Pretty cool stuff if you ask me, they’re really expanding this campaign across all channels in the digital media scene. Since this campaign has been running across a span of 6 months already, i wonder what the response has been. And i’m guessing its really costly to maintain a campaign like this.
How’s their outreach been? Did it serve its purpose? This would be a really great case study for sports marketing using digital media. Who else but them would’ve had the money, hahaha…
Of course, what’s a sponsorship without a brand ambassador. McDonald’s has chosen Danny Robinson, BMX athlete. Faceofglory.com is the website that will be used to push the brand name through the new brand ambassador for this Olympics, with a small gimmick of photo editing to put your face on various sports athlete’s positions.Not too sure if it was the best way to use him, would’ve done a little more with that endorsement… Something to tie in with either the lost ring campaign or a mini campaign to see how Macs fits into his life…
There’s also been a pretty cool internal branding effort called the MacDonald Olympic Championship Crew, which you can read more about here. And this article is a pretty comprehensive overview of what Macs has done so far for this Olympics and its strong stance against ambush marketing. Do have a read if u wanna know more about macs efforts.
While its encouraging to see Macs really using social media and digital media to leverage its Olympic Sponsorship, I’m hoping to see some results of this campaign.
However, all i’ve seen so dar have been global efforts. Unlike Lenovo who has regional efforts, Macs seem to have focused on a broader approach without tailoring to a certain region.
Which got me thinking. To leverage your sporting sponsorship, is it better to have a global approach or a regional tailored approach? After all, sports events like the Olympics is what binds the world together, yet does each marketing campaign mean leveraging sports that it should be global? or a regional effort is still the way to go?
What are your views? Or do you know of any regional efforts by Macs for this Olympics? Do share your thoughts!
Recent Comments