McDonald’s is the Official Restaurant of the London 2012 Olympic Games and Presenting Partner for the Games Maker Programme - which has seen them help to train the 70,000 volunteers who will work at the Games.
As part of this sponsorship, 13th July 2012 sees the full launch of the McDonald’s Olympic campaign celebrating the people behind the Games. The campaign carries the line ‘We All Make The Games’ - a rallying cry for the nation that recognises that we all have a part to play in making London 2012 great.
The campaign, created by Leo Burnett, does not focus on the sporting excellence of the athletes, instead focussing on the British public. It features the fans, who will come together to passionately cheer on the world’s athletes and create the atmosphere of the Games, as well as McDonald’s own Olympic Champion Crew and the Games Makers who will carry out their volunteer roles with pride, passion and enthusiasm, to make the Games the spectacle they deserve to be.
The three stage campaign launches with 60” and 40” TV and one of the largest outdoor buys London has ever seen - including outdoor, digital outdoor and take-overs of major Olympic transport hubs across London (including Euston, St. Pancras, Heathrow and Stratford). The campaign will also span national outdoor, national digital outdoor, online, online display and video, social media (Facebook) and national press.
The TV and outdoor ads encourage participation and support of the Games with a range of observed emotions that people go through when supporting sport. From ‘The Clapper” to ‘The Flapper’, from ‘The Nervy Peeker’ to ‘The Flag-waving piggy backer’, fans across the country, at home, at work, in the stadia and on the streets are shown contributing to the atmosphere and experience of the Games. Games Makers and McDonald’s Olympic Champion Crew are also seen conducting their Olympic roles, which span a variety of positions, from ‘The Chirpy Ticket Checker’ to ‘The Hero Meeters’ and ‘The Hello, How Can I Help?-er’.
During Games time, in a first for McDonald’s, the campaign will evolve into a truly reactive campaign, with the TV, online and digital outdoor work being refreshed to reflect the mood of the nation and the real, personal moments that take place during the Games.
People will be asked to submit photos and videos of their experiences via Facebook. The best submissions will have a bespoke headline written for them by Leo Burnett and then appear in McDonald’s press and digital outdoor advertising around the country, including on the world famous Piccadilly Sign in London.
TV footage will continue to be shot, both in London and around the country, with documentary and guerrilla camera-crews capturing footage of real moments and personal stories that occur in and around the Games. This footage will then be incorporated into further versions of the TV ad to air during Games time – as a genuine demonstration of how ‘We All Make The Games’.
At the end of the Games, content submitted and captured throughout the Games will be used to celebrate the people who all ‘made’ the Games.
The process will be identical for both the Olympic and Paralympic Games.
Alistair Macrow, Vice President Marketing at McDonald’s said: “The ‘We All Make the Games’ campaign will capture people’s emotions, humour and experiences in real-time, and we hope to become a barometer for the mood of the nation during the Games. As well as celebrating our customers, it will enable us to thank some of the 17,500 British and Irish farmers who supply our menu and have provided ingredients for London 2012, our 2,000 employees who have won the chance to work at the Games, and the 70,000 Games Makers.
“McDonald’s restaurants are an involved part of nearly every British town and city. It’s a trusted position we cherish, and creating a genuine dialogue with our customers – whether in our restaurants or through our digital channels – sits at the heart of everything we do.”