Challenge
How can we make McDonald’s the #1 choice for fans visiting Canada during the FIFA World Cup?
How can we make McDonald’s the #1 choice for fans visiting Canada during the FIFA World Cup?
Key Insight
When travelling across the globe for the World Cup, fans navigating new cultures and languages gravitate towards little moments of familiarity and connection.
Big Idea
Speak Fries
Speak Fries
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Experiential
Speak Fries to Me:
With “Speak Fries to Me”, we’ll incentivize fans to show their World Cup ticket or Passport while ordering at the counter for a special discount on McDonald’s fries.
With “Speak Fries to Me”, we’ll incentivize fans to show their World Cup ticket or Passport while ordering at the counter for a special discount on McDonald’s fries.
Penalty Discount Zone:
During a World Cup match, if a player lands a penalty kick in a designated zone in the goal, it unlocks a discount for McDonald’s App users, and fans will have more fries to snack on during the next shot.
During a World Cup match, if a player lands a penalty kick in a designated zone in the goal, it unlocks a discount for McDonald’s App users, and fans will have more fries to snack on during the next shot.
Credits
Copy: Chris Bolt & William French
Art: Jody Hosang & Lucas Figiliuzzi
Art: Jody Hosang & Lucas Figiliuzzi