McDonald’s Shows its Commitment to Sports + Community at the 2017 International Champions Cup

Objective:

  • Leverage McDonald’s 2017 International Champions Cup sponsorship to build brand affinity with Latino soccer fans

Strategy:

  • Hosted Youth Camps and generated buzz about McDonald’s commitment to sports and the community by partnering with Spanish soccer player David Villa and retired Colombian soccer player Carlos “El Pibe” Valderrama in the New Jersey and Miami camps, respectively, to share social content and participate in media interviews
  • Selected key media contact’s and influencers’ children as Player Escorts in the New Jersey and Miami matches and shared photos of the Player Escorts experience with parents and the ICC organization to publish as social media content
  • Capitalized on the highly anticipated El Clásico match by partnering with actor Cristian de la Fuente to host a viewing party in his home, leveraging his social platforms to reach soccer fans. Guests, including celebrity friends and family, were encouraged to share the fun on social

Results:

  • The campaign generated 144+ million social and traditional media impressions and more than 1 million engagements
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