McDonald's held its annual McHappy Day fundraiser in November 2013 to support Ronald McDonald House Charities Russia (RMHC Russia) and raise money for an inclusive playground in Sochi. Key elements of McHappy Day included selling "Rainbow-Flower" books, stickers, and French fries on November 23rd in McDonald's restaurants across Russia. With support from over 700 celebrity guests and widespread advertising, McHappy Day 2013 raised over 25 million rubles to benefit RMHC Russia's charity projects for children with special needs.

1. McHappy Day
2013

2. RMHC Russia Charity Programs
Ronald McDonald House in Kazan
Ronald McDonald Center in Moscow
for Children with Special Needs
12 Family Rooms

3. McHappy Day 2013
was to support
Next RMHC Russia Project of Legacy Playground in Sochi,
adjusted for children with special needs
Grand opening is planed on February 9th 2013

4. McDonald’s Objectives:
External
Internal:
• Replenish McDonald’s Trust Bank with
external stakeholders focusing on social
responsibility of the company
• Replenish McDonald’s Trust Bank with
• Build Sales & GCs
• Make employees feel a part of this event
internal stakeholders focusing on social
responsibility of the company.
• Build relationships with
• Give employees the opportunity to help
Government, opinion leaders, make
children with special needs personally
them feel inseparable part of the project • Boost employee pride
• Make customers feel a part of the event
• Increase commitment index
• Give customers the opportunity to help
children with special needs personally

5. RMHC OBJECTIVES:
• Raise funds for Inclusive Playground in Sochi
• Raise awareness about RMHC Russia and its
Charity Projects
• Raise public awareness about problems of
families with special needs children

6. McHappy Day 2013
KEY ELEMENTS:
Every year in November for 12 years all McDonald’s restaurants in
Russia teaming up to raise money during the annual
fundraiser, benefiting Ronald McDonald House Charities Russia.
Sales from the “Rainbow-Flower” books, stickers in November and
FF on November 23d will be used to build the first inclusive
playground in Sochi.

7. Advertising campaign
Pre-announcements:
• TVC, radio ads
• Ads in newspapers and magazines
• Internet banners and videos (Rainbow-flower and VIPs) and website
City advertisement (billboards, pillars)
• POP at the restaurants, LRM activities
• Internal communication (Presentation to all levels of employees,
posters with MHD info in crew rooms, Internal weekly news, intranet and
www.mcfamily.ru)
Post-campaign:
• TVC, radio, newspapers, magazines, internet sites, trayliners

8. TVC
Загрузка TVC ролика

9. Internet
Production, Support and Promotion
Web
Creation and promotion of the animated video
701 534 views on a date 29 of November and still moving on

10. Internet
Production, Support and Promotion
Web
Documentary video report from two McDonald’s restaurants (VVC and Pushkinskaya)
More than 50 interviews of the McHappy Day famous guests.

11. Internet
Production, Support and Promotion
Web
Creation and promotion of the announcement videos with famous sportsmen, artists and
singers, 9 videos in total.
All 9 videos collected more than 18 000 views

12. Internet Support
VIP Video Appeal to People to participate in
McHappy Day 2013
Anastasia Myskina, Famous professional tennis player
What wish would you ask from
“Raibow-Flower”?
I would personally ask it to bring as
many people to come to McHappy
Day at McDonald‘s.
What do you need to do? You need
to buy this wonderful book, as well as
the sticker throughout November , as
well as French fries on November 23
and you will contribute to the
construction of a unique playground
for children with special needs in the
city of Sochi.
Kids love to play with their peers
and friends , trust me!
Let's do good things, like the girl in
this remarkable book done at the end
of the story.

13. Internet
Production, Support and Promotion
Web
Creation and promotion of McHappy Day website:
36 523 website visitors on a date 28 of November and still moving on

14. Internet
Production, Support and Promotion
Creation of the screensaver for McDonald’s office computers (also available
for a free download from the McHappy Day website)

15. Internet Support and Promotion
Social Media
Support of the official McDonald’s communities in social media
(Facebook, Vkontakte) and RMHC (Facebook, VKontakte, Instagram, YouTube)

16. Internet Production, Support and
Promotion
Social Media
Life community management directly from the McHappy Day: posting photos directly
from the place of McHappy Day in McDonalds restaurants. Communities McDonald’s
(Facebook, Vkontakte) and RMHC (Facebook, Vkontakte, Instagram)

17. Internet Support and Promotion
Social Media
50 publications in social media (Vkontakte, Facebook, Odnoklassniki)
5782 Likes
40 Comments
1062 Shares
0

18. Internet Support and Promotion
Social Media
Creation and 28 publications of Wiki-quiz / unique feature of the vk.com, allowing
creation of linear-bound pages in form of a quiz with questions
40556 Likes
51 Comments
1718 Shares

19. McHappy Day (23.11.2013)
The main opening of McHappy Day on November 23d 2013 was in Moscow
McDonald’s restaurant VVCenter with Alexey Semenov, COO, McDonald's in
Russia together with Igor Stolyarov, Senior vice-president of “Sochi 2014”
organizing committee and Vladislav Tretiak, Deputy of the State Duma; President
of the Russian Hockey Federation and Member of the Board of Trustees of RMHC
Russia
19

20. McHappy Day 23.11.2013
More than 700 VIP guests participated in the McHappy Day by visiting
restaurants and helping selling books, stickers and FF; Press and video interview
with each VIP after their participation; Photo with fans and crew after interview

21. 23/11/13
Moscow

22. 23/11/13
Moscow – McDonald’s Pushkin

23. 23/11/13
St. Petersburg – McDonald’s Vasileostrovsky

24. NTV popular TV chanel
News Report

25. Fundraising Results
(as for 27/11/13)
25 546 984 rubles about $ 824.096
were raised during the McHappy Day in November
This is the largest AMOUNT for 12 years of McHappy Day
369.850 “Rainbow-Flower” books sold
159.467 “Rainbow-Flower” stickers sold
492 550 French Fries sold

26. McHappy Day Results
•
More then 700 VIP guests in the main restaurants in all regions
•
Participation of primary suppliers in McHappy Day (provided food with no
compensation and personal participation in the event)
•
More than 125 journalists all over Russia covered the event
Digital Results
•
36 000 unique users visited www.mchappyday.rmhc.ru
•
700 000+ views of the Internet video “Let’s help dreams come true”
•
18 000+ views from 9 Internet videos with celebrities
•
49 000+ Likes, Shares and Comments in Social Networks