WIEDEN+KENNEDY, New York / MCDONALD'S / 2023
Situation: McDonald’s sponsored the FIFA World Cup 2022. The challenge with any sponsorship is to find something to say that’s relevant to your audience, true to the brand, and will feel distinctive surrounded by what often looks like cultural wallpaper.
Brief: Identify a message and platform that resonates across countries and cultures and magnify this cultural moment beyond traditional media.
Drive sales around the world, especially across McDonald’s top 10 markets.
Drive growth in mobile orders and delivery, capitalizing on 64 can’t-miss viewing occasions for McDelivery during the tournament.
Reinforce McDonald’s status as a culturally-leading icon brand by driving fame and saliency around the FIFA World Cup.
Relevance: McDonald’s saw a global sponsorship not as an opportunity to just insert its logo or drive reach, but to create new brand storytelling around a shared insight between this iconic sporting event and the brand.