In Australia, McDonald’s encouraged fans of Melbourne City FC and Western United FC to celebrate and socially share home goals to win free Big Macs in an October campaign titled ‘Score Yours’ which leveraged the 7 October start of the new men’s A-League season.
The social media led marketing push, developed in harness with agency Gemba, incentivises fans of the two clubs to celebrate goals scored at each side’s home ground by posting their celebrations as stories on Instagram. For fans using the team stickers, the #ScoreYourMac hashtag and the tag @mcdonaldsau in their posts, a bespoke ‘Score Yours’ bot automatically responds with a code for a free Big Mac.
Launched on 7 October and running through the 2022/3 A-League season, the campaign video and image creative (which runs with the copy line: ‘Next goal we score, score yours!’) is built around player-fronted social content for each team with stars encouraging fans to get involved and showing them how to benefit from celebrating their team’s success.
During any live City home match, film your goal celebration and use Macca’s filters and hashtag. Post it to your Instagram stories and we’ll send you a free Big Mac. Next goal City score, !
Just make sure your account is public to receive.#ScoreYourMac pic.twitter.com/RlTWbq1xjk
— Melbourne City FC (@MelbourneCity) October 4, 2022
The campaign was created for McDonald’s Australia State Marketing Manager Melissa Rogers and Marketing Consultant Amy Phillips by a team at lead agency Gemba led by Executive Creative Director Boyd Hicklin, Creative Director John Weir, Head of Creative & Production Alexandra Longbottom, Graphic Designer Julia Mancuso, Senior Account Manager Conor Gilchrist and Head of Strategy Adam Hodge.
The production company was Betty Wants In with Director Michael Mouritz, Executive Producer Drew Dunlop, Production Manager Ally Curtis and Director of Photography Chas Mackinnon.
Comment
This initiative follows on from some notable and smart recent marketing from the Aussie soccer league and some of its leading clubs with recent notable work ranging from the A-League’s 2021 new season ‘Real Nice / Here Comes The Future’ campaign, Sydney FC’s ‘AR New Stadium Reveal’ and Western Utd’s ‘The Future Is Now’.
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