Our multi-screen story inspired the people, achieving huge gains in brand affinity:

73% felt warmer to McDonald’s.

82% agreed McDonald’s is ‘the people’s brand’.

Brand favourability, ‘a company I trust’, ‘a place for someone like me’ all increased.

McDonald’s was the most recalled Olympic sponsor – five times higher than P&G who outspent us four to one.

And business boomed.

(*Please see confidential information)

Our campaign delivered a short-term ROI of 6:1, predicted to reach 15:1 in the long term.

We started in every front room nation-wide, reaching 30 million in just two days.

Our launch TV ad was perfectly synchronised with Olympic viewing habits.

Coverage was on the non-commercial BBC. So we avoided the big events when all eyes would be on the BBC coverage and pinpointed the moments they’d switch to commercial viewing.

Our ads invited fans to post pictures of their own Olympic experiences on Facebook. 20,000 did.

And we made these our advertising, in the biggest ever multi-screen story with over 300 different creative pieces.

New TV ads featured live moments of celebration, aired immediately after the events.

We broadcast fans’ pictures online and to high-impact digital outdoor screens, including McDonald’s iconic Piccadilly Circus screen.

And for our finale, a celebration video created entirely from fans’ content. On TV, digital outdoor screens, an MSN homepage takeover, and YouTube’s mobile channel.

McDonald’s was a tier one Olympic partner for London 2012. This was a huge marketing opportunity to reach the masses with an inspiring message – to drive brand affinity, and drive sales.

But for many, McDonald’s was a controversial sponsor – with a history of being link to the obesity debate.

So while other sponsors focused on the athletes, we focused on the fans, to create an association that was credible and inspiring.

Because it’s the support and emotions of every individual that makes the Games the greatest show on earth.

We made our story of the Olympics all about the people. Celebrating the fact that ‘We All Make The Games’.

We used millions of screens to bring the Olympics into every fan’s life, everywhere.

From their front rooms, to the cities’ streets.

And we put the Olympic emotions of the people front and centre in our advertising.