Fast food giant McDonalds is teaming up with Facebook to build on the success of its World Cup content marketing campaign.
Its quirky reactive videos ‘Fry Futbol’, in which French fries re-enacted memorable scenes from World Cup matches soon after they had taken place, proved popular all over the world, despite being aimed at the European market. Now McDonald’s wants to keep the momentum going by using Facebook as a broadcasting tool to create enthusiasm around its sponsorships such as the Olympics and European Football Championships.
This means that McDonald’s will work closely with Facebook’s in-house creative teams to appeal to people who may not be sports fans, but who like to get caught up in the excitement of a large event.
The head of sports marketing at McDonald’s Europe, Thomas Truttmann, said: “Looking to the future, we will see how we can replicate the success of Fry Futbol with our other sponsorships such as those we have with UEFA and the IOC and we will also continue to leverage these sponsorships on a local level.
“Personalised content is important – for example reaching people who we know are genuinely interested in football, the World Cup and McDonald’s – as this means we are delivering something that is relevant to real fans and adding value which we know can be a driver of brand trust. The realtime nature of the ‘Fry Futbol’ campaign has meant a new way of working for us with approvals needing to take place overnight to align with production schedules.”