FIFA partner McDonald’s, or Maccas as it is universally known in Australia, leveraged excitement around the 2023 Women’s World Cup through an integrated marketing programme led by a bespoke pop-up fan fest restaurant, interactive experiences, photo opportunities, a Panini partnership and bespoke tournament menu additions.
The fast food giant’s Australian marketing team worked with brand experience agency Akcelo to create a series of unique, interactive experiences for fans right across the country.
As the celebrations spiked around the 20 July kick-off, the fast food giant opened a world-first Giant Macca’s Fries restaurant at Tumbalong Park in Darling Harbour, Sydney. Almost five metres high, the specially built, larger-than-life Macca’s Fries outlet will operate as a working restaurant serving up the quick service behemoth’s famous hot, crispy fries to football fans at the official FIFA Fan Festival, as well as members of the public.
As well as the bespoke Fries Restaurant, there is also a ‘Golden Arches of the World’ and an arrangement of comfortable communal seating that double as a branded, tournament-linked photo-opportunity.
Medium fries are available for purchase alongside a tournament special Macca’s limited-edition ‘Sauces of the World’ – Outback BBQ Sauce and Wasabi-flavoured Mayo Sauce – inspired by participating countries playing in the World Cup 2023.
McDonald’s released the four limited edition ‘Sauces Around the World’ with a promise to ‘take your 3am nugget dipping experience to a whole new level’.
McDonald’s also activated through range of experiences outside stadiums in Sydney, Melbourne, Brisbane, Perth and Adelaide. These experiences include ‘Macca’s Swimgs’ and the ‘Macca’s All Stars’ installation: an interactive photo booth offering fans a collectable card, personalised by name, location, match and choice of a skill.
Macca’s also sought to shine a light on ‘the greatness of women’s football’ through a partnership with Panini in the form of a ‘Panini Football Stickers Happy Meal’. This offers fans and consumers a chance to build their own dream team with one of 12 double-sided posters and mix of five stickers, available in all restaurants nationwide through the duration of the tournament which runs from 20 July to 20 August.
30 minutes till kickoff, still time to grab some Macca’s #FIFAWWC pic.twitter.com/fUK9XY9SK2
— McDonald’s Australia (@maccas) July 20, 2023
“We are excited to create unforgettable experiences for fans across the country at the FIFA Women’s World Cup 2023,” commented McDonald’s Australia Brand Manager David Morris. “Based in Darling Harbour, our giant Macca’s Fries, also known as the Fry-Thru, is the perfect spot for all football fans to come together to fuel up on our iconic Fries before or after a game. We look forward to bringing people together and uniting fans from across the world through our shared love of football and Macca’s.”
MacDonald’s Australia Group Brand Manager Lancy Huynh added: “Crispy Chicken McNuggets coupled with Macca’s famous dipping Sauces is an iconic duo that gets mouths watering everywhere. From today, you will be able to dip your Chicken McNuggets into two limited edition Sauces for new and exciting flavour experiences that are sure to get taste buds tingling. From spicy to tangy, there is a Sauce for everyone so, get dipping!”
Comment
As an official global FIFA partner, McDonald’s has a strong track record for World Cup marketing and these tournament activations follow in the footsteps of its Qatar 2022 ‘Wanna Go To McDonald’s’ global campaign and its multi-dimensional Russia 2018 World Cup activation which included marketing strands such as ‘Team For Pirlo’ and its Brazil 2014 ‘Gol’ World Cup work.
However, thus far, we can’t help but this feel the brand’s leverage programme around the Australia and New Zealand tournament seems somewhat underpowered when compared with previous (men’s) tournaments and, arguably, even its recent State Of Origin ‘I’m Lovin’ It’ marketing campaign.
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