The fast food restaurant is to launch its “Celebrate with a Bite” TV ad featuring Olympians from past, present and future celebrating winning Gold or victories in everyday life. McDonald’s has roped in Sochi 2014 hopefuls snowboarder Louis Vito, speed skater Shani Davis, hockey player Patrick Kane, bobsledder Lori “Lolo Jones” and Paralympian Rico Roman to star in the DDB-created advert.
It is soundtracked by New Zealand hip-hop group The Wyld, who were selected through a creative workshop hosted music-licensing agency Music Dealers. McDonald’s is said to be driving further engagement around the commissioned track through apps, downloads of different mixes, social media around the band and dedicated landing pages, according to the music business.
Additional workshops between Music Dealers and McDonald’s are being planned for the months after the Games. It signals a more strategic use of music for the business, which has not attempted a move on this scale since it launched its “I’m Lovin It” strapline” in 2003 in partnership with singer Justin Timberlake.
The advert is backed by a Twitter campaign to galvanise fans into sending personalised messages to their athletes and teams using the hashtag #CheersToSochi. Additionally, the company has built a playground for children with disabilities in Sochi, while also launching a program to give children behind-the-scenes access to the event.
McDonald’s says its Winter Olympic activities create opportunities for new connections for fans, athletes and customers.
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