We celebrated Latino’s love for soccer by developing a communications & social media campaign around the Player Escort Program taking place during the 2018 FIFA World Cup and the International Champions Cup (ICC). The campaign brought together family and soccer passion points with McDonald’s new breakfast items. Tactics included launching a social sweepstakes to select five children to participate as Player Escorts at the 2018 FIFA World Cup in Russia. We surprised the winners with a celebration in their hometown. We also partnered with soccer legend David Villa for Wake-up Moments, surprise and delight visits during which the soccer legend delivered McDonald’s breakfast for consumers to enjoy while watching the matches.
To continue the momentum, we partnered with celebrity mom Karen Martinez, and invited her son to be a McDonald’s Player Escort at the ICC, and leveraged the partnership to secure earned coverage and seed out content on the influencers’ platforms.
The soccer program generated 13.7MM paid and organic social media impressions from owned and influencer content. We secured 156 earned placements and posts from media, influencers and consumers, generating +17.6MM impressions.