With Burger King as the “official QSR of the NFL” we needed to be strategically creative. We leveraged McDonald’s relationship with CBS to tie the DQPC into the NFL and capitalised on the best part of the game – hits. We enlisted Stats LLC, the world’s leading sports information provider, to bring our strategy to life creating a statistic that determined the impact of a hit using the “Pounder Index”. We were the first to translate impact of a hit into a rating. Each Sunday, millions of fans watched the biggest “Pounders” featured on CBS Sport’s NFL Today and CBSsportsline.com.

Although specific sales results are confidential, the Pounder Index has exceeded client expectations by showcasing the DQPC in a context that Young Adults respond to – big hits. The stat has proven so insightful in its inaugural season that Stats LLC anticipates it will become an NFL recruitment consideration for tracking “wear and tear” on players they want to sign to their team. And since the stat is proprietary to McDonald’s, its future marketing potential is limitless: a hit in hockey, slam dunk in basketball, contact of a ball/bat in baseball, etc…