A collaborative campaign between the 2 big companies was named ‘Big Mac Twin Arch’. Whenever both Yomiuri Giants and visiting teams hit a homerun a free Big Mac coupon was given to all 50,000 spectators. Other tie-in activities were also run by McDonald’s, including inviting children to special field-level ‘Excite Seats’ and letting children appear on the field with Ronald and Giants players before the game. A special ‘McDonald’s WOW’ video was shown after every homerun.

The homerun tally was announced in the following day’s newspapers, and the promotion included sales of special set meals at all McDonald’s stores.

As a result, not only were Yomiuri Giants and McDonald’s Japan able to implement their first-ever large-scale campaign, they were also successful in resolving their respective challenges.

-Tokyo Dome was the stadium that recorded the smallest post-earthquake drop in attendance (95% of the previous year). The promotion also got the full backing of Giants fans. -Publicity exceeding 500m yen in terms of advertising effect (single year) was achieved.

-The corporate brand image of McDonald’s also rose 76.1% for game spectators, and their intention to use McDonald’s rose 57.4%. -McDonald’s stores around Tokyo Dome set new record high sales.