By Zanub Saeed
McDonald's announced that it will spend £10 million, around $15 million, on its Olympic promotional campaign this summer and fall to feature the personal stories of those affected by the franchise as part of their "We All Make the Games" strategy.
McDonald's started the campaign, as it is the official restaurant and presenting partner of the London Olympic Games, set to begin on July 27, to focus on the people who "make the game happen," said a report in Marketing Week UK on Wednesday, like the McDonald's customer service representatives. The 10-week campaign will begin in July.
"[As official restaurant] we want to demonstrate the great customer service and great food we offer to hundreds of thousands of people," Alistair Macrow, vice president of marketing for McDonald's UK, told Marketing Week. "We want to continue the journey that the brand is been on, celebrate our role in British life - that people are welcome everywhere anytime day or night. We see ourselves as the people's restaurant and what is being seen as the people's games."
Macrow noted that McDonald's is ambitious in getting its message across virally on the internet, through Twitter, YouTube, and content from users invested in the Olympic Games, said Marketing Week.
Prior to the games, McDonald's will start their 'We All Make the Games" promotion by having outdoor and television activity to encourage people to support the Game Makers, who are volunteers for the London games, noted Marketing Week. During the games themselves, film crews will go around London and the United Kingdom to shoot "the passion and emotion" of spectators watching the games throughout the nation.
In addition to McDonald's' team video-recording footage of those interested in the Olympics, they will promote that fans upload their own videos and photos onto Facebook, and the best of that will be broadcast on television, including possibly during their closing ceremony advertisements, said Marketing Week.
After the Olympic Games end in August, McDonald's will continue the "We All Make the Games" promotion by accumulating and aggregating the footage they received during the games, to be used s an inspiration to those in future games.
