PACESETTERS
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2014 World Cup campaigns tipped for award success in 2015
McDONALD’S FRYFUTBOL
McDonald’s young adult FIFA World Cup
campaign, FryFutbol, has already received
plaudits and Awards from around the industry,
but we predict that this success will continue in
2015, having already been shortlisted for a
number of upcoming Awards.
As World Cup highlights programmes were
being broadcast, McDonald’s was already
scale not seen before. Within hours of
completed matches there were ‘plays of the
day’ on Facebook and YouTube across 37
different countries, boosted by media
pinpointing customers who had engaged with
the tournament in the previous 24 hours.
The development of great, engaging content
linked fans and their football appetite driving
conversations about McDonald’s.
recreating them. Producing near-realtime video
FryFutbol succeeded by improving the
executions using Fries as players and
relevance of McDonald’s FIFA World Cup
supporters.
sponsorship in the eyes of young adults, with
This was an industry first video campaign on a
50M views and positively shifting brand
favourability.
ADIDAS #ALLIN
hashtag during the tournament.
With such an intuitive sponsorship fit and a
rich heritage in sponsorship, adidas were
always going to be one to watch for the 2014
FIFA World Cup.
Clever use of ambassadors including Lionel
Messi, Luis Suarez and Robin Van Persie, made
the campaign relevant and engaging with the
football loving audience.
From their base in Rio, the adidas marketing
team posted a combination of planned,
In addition to the impressive campaign stats,
anticipated and reactive content to drive the
they reached their record global sales target of
conversation online with football fans.
2 billion euros in 2014 and dominated
performance on the field of play.
Focussing their campaign on share of voice and
reactive moments, results show that adidas had
917,000 mentions of #allin on twitter – more
than three times as much as any other brand
Expect #allin to perform well in 2015 and keep
your eye out for their EURO 2016 activation
plans!