McDonald's UK: Serving up Women's World Cup fever

Quick-service restaurant McDonald's ran a multi-channel campaign during the FIFA Women's World Cup to win share of voice (SOV), earn media and drive youth participation in its WWC Fun Football sessions.

Summary

McDonald's UK backed the FIFA Women's World Cup with intensity, innovation and investment to secure an unrivalled 49% share of voice vs other sponsors.

The campaign integrated PR, experiential and social (influencer, earned & owned) to help McDonald's become the most talked about brand at every tournament touchpoint.

From securing FIFA screening licences before ITV and BBC chose to invest in rights…and creating women's football's first collectable player figurine….and staging fan events and providing unrivalled participation moments for youngsters…to creating Mary Earps merchandise when Nike failed to produce a replica kit… McDonald's UK showed up for fans like no...

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