PR Case
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This document outlines McDonald's PR strategy for their sponsorship of the 2008 Beijing Olympics. Their goal was to leverage the massive audience and shift media coverage from issues to their positive sponsorship activations. Their theme was "Bringing People Together Like Never Before". Key elements included selecting Champion Kids from 40 countries to experience the Games, creating an alternate reality game involving 2.7 million people, and strategically timed media appearances around the Olympics. The results were nearly 1 billion media impressions globally, exceeding their goals and making McDonald's the leading sponsor in coverage.
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PR Case
- 1. McDonald’s Global 2008 Beijing Olympic Games: “Bringing People Together Like Never Before” MaryKate Cabactulan
- 2. Analysis • How does PR help a corporate sponsorship for one of the most anticipated and publicized Olympic Games in history? • Ask McDonald’s! They received the BEST media coverage of the 2008 Olympic Games… but how?
- 3. Research • Olympic coverage focused primarily on China’s issues and then on athletes/competitions- NOT sponsors and activities • Sponsorship was just seen as a commercial • It would take more than a standard media approach to achieve “gold” from the audience
- 4. Planning • McDonald’s needed a program that was first and the only of its kind to help leverage the biggest events. 1. Secure positive news world wide (with at least 300 million media impressions) 2. Increase McDonald’s involvement on a local level in countries world wide in Global PR by 25%
- 5. Planning (cont.) • It helped define the audience: 1. International media: National, regional, and local media worldwide (Print, online, & broadcast) who were uninterested of Olympic sponsors – needed to refocus their stories from issues to McDonald’s positive sponsorship activation. 2. International consumers: Olympic-engaged audiences, sports/entertainment enthused families, & kids and young adults from various cultures.
- 6. Execution • McDonald’s Theme: “Bringing People Together Like Never Before” Utilized a sequenced, well-timed media strategy that was executed over a two year period, with a PR budget of $1 million for GolinHarris fee & expenses
- 7. Execution (cont.) What is GolinHarris? Golin is a communications firm owned by the Interpublic Group. There clients include: McDonald’s, Johnson & Johnson, Toyota, Dow Chemicals, and WalMart.
- 8. Execution (cont.) • McDonald’s Champion Kids: Gave unique opportunities to children around the world to see the Games first-hand; featured young journalist component where kids shared experiences with hometown media & communities • Only alternate reality game (ARG) in partnership with IOC – “The Lost Ring” – It became the single largest ARG game ever played • Program ambassadors: Michael Phelps and Carl Lewis
- 9. Execution (cont.) Bringing People Together Like Never Before: 1 Year Out Global Event in China to announce the Champion Kids program & all their Olympic plans. 4 Months Out Internal Rally of the McDonald’s system 1 Month Out Global Virtual Press Conference outlined Olympic activation giving international media exclusive access via Webcast. It was effective for showcasing programs One Day Before Opening Ceremony – Only media event allowed on the Olympic Green featured Carl Lewis. Focused on people, pride, and fun. 3 Weeks of Olympic Games- Strategically timed restaurant appearance with Phelps the day after he made Olympic History an broke gold
- 10. Execution (cont.) • McDonald’s Olympic Champion Crew: 1,400 McD’s crew members from 36 countries staffing 4 new Olympic venue restaurants. • McDonald’s Champion Kids: 216 Kids from 40 Countries were selected to go to Beijing to experience the games first hand. • The Lost Ring: 2.7 million participants spanning 100 countries and 16 languages with surprise gamer, former Olympian, Edwin Moses
- 11. Evaluation • McDonald’s PR plan surpassed all goals 1. Record number of media impressions reaching ALL target audiences 2. Lead sponsor in media coverage 3. Most country participation in McD’s 40-year history
- 12. Results • Nearly 1 billion media impressions globally (90% being positive/neutral tones 1. Overall sponsorship: 350+ million 2. McD’s Olympic Champion Crew: 250+ million 3. McD’s Champion Kids: 200+ million 4. The Lost Ring Game: 25+ million • Goal was to increase PR activation by 25% - increased it by 85%
- 13. Bringing People Together Like Never Before • https://www.youtube.com/watch?v=sxY7HtCrrXE