Cannes Lions

GOL!

DDB CHICAGO, Chicago / MCDONALD'S / 2015

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Case Film
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Overview

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Credits

Overview

Description

For their global FIFA World Cup sponsorship, McDonald’s changed the iconic fry boxes for the first time. We created content that drove consumers to purchase these boxes and in doing so, become part of the games themselves by participating in the world's largest Augmented Reality tournament.

Execution

Global App Store Optimization was implemented ensuring consumers could easily find the app and boost ranking. Then, McDonald’s became the first QSR brand to ever run a global Promoted Trend on Twitter, using #FryFutbol in 57 countries and 14 languages. This not only drove awareness of the app, but also included a direct call-to-action to download it at gol.mcd.com. We ran an online video using everyday futbol stars that listed gol.mcd.com in the end frame on YouTube, furthering consumer awareness. Additionally, gol.mcd.com displayed in stadium touchlines throughout the tournament. All media led consumers to the download the app.

Outcome

GOL! film had 20mm views and 130,000 likes with no paid media.

GOL! app had 1mm downloads and 4mm game plays (during the 6 weeks surrounding and including the World Cup).

GOL! campaign had 1.5 Billion impressions @ 98% favorable/neutral and 7 hours of in match board exposure equaling 1.4 billion media value.

Gol! campaign was #3 in Awareness of 67 Global World Cup Sponsors

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