McDonald’s preps crowdsourced Olympic ads

McDonald’s has attracted 20,000 submissions for its user generated content campaign to support its Olympic activity since the start of the Games.

McDonald's Olympic ads

It has so far used 60 images of Team GB supporters in press, digital and outdoor ads, including the digital billboards at London’s Piccadilly.

McDonald’s is also planning to use the images and video content it captures during the Games as part of a TV campaign which will air next week to coincide with the Closing Ceremony.

The crowd sourcing drive is part McDonald’s £10m “We All Make the Games” London 2012 ad campaign that aims to show that how British consumers are celebrating the Games at home.

Alistair Macrow, McDonald’s UK vice president of Marketing, says: “Putting user-generated content front and centre of our Olympic advertising has really enlivened the campaign and given the British public the chance to lead the way in celebrating this monumental summer of sport.

“The levels of engagement are exceeding our expectations and we’re being sent some amazing shots that are really capturing the charming eccentricities of fans enjoying the Games. It’s just a terrific reflection of the excitement that is sweeping the nation.”

Marketing Week caught up with McDonald’s UK CEO Jill McDonald at the Olympic Park ahead of the Opening Ceremony. Watch a video Q&A with her here.



Olympic sponsors unite behind Jessica Ennis

Seb Joseph

Olympic sponsors British Airways, Adidas and Procter & Gamble (P&G) have launched tactical marketing campaigns to show their support of Team GB medal hopeful Jessica Ennis ahead of today’s (3 August) heptathlon event.


Man Utd names Chevrolet as shirt sponsor

Seb Joseph

Manchester United and General Motors (GM) have announced that Chevrolet will become the football club’s main shirt sponsors from 2014, a move that comes just hours after the departure of the automaker’s CMO Joel Ewanick was linked to an existing partnership between both brands.