McDonald’s has a local and often immediate sales-driving approach to content, with their last major multi-country effort being over 12 years ago for the launch of I’m Lovin’ It. But for their World Cup sponsorship, given the growing pressure from non-sponsors’ domination of major events and struggling brand affinity metrics, we knew we needed to cut through the World Cup clutter in a big way across a big region with quality content. The idea needed to increase brand affinity metrics with millennial football lovers across 37 different European countries that speak almost as many languages, and remain relevant for the entire month of World Cup

From idea to finished film all in a mere 8 hours, served up in 37 countries’ Facebook newsfeeds just as Europe awoke the next morning. Again, and again, every day of the World Cup, resulting in nearly 30 videos in 30 days.

It was real-time video content at a scale never seen before.

FryFutbol exceeded expectations across all metrics, from reach to engagement to brand perception to sales, including epic lifts of 20% in brand favourability and Nielsen’s highest ever lift in purchase consideration.