WHAT WE’VE BEEN DOING
THE FIFA WORLD CUP
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Our team have been following the children on
their 4-day experiences, filming and editing
A lucky handful of our sponsorship team are
content for real-time social media updates
currently in Rio de Janeiro directing,
across Europe.
managing and overseeing a number of
McDonald’s FIFA World Cup projects;
#FryFutbol
relating to McDonald’s Player Escorts, Crew
McDonald’s real time Facebook campaign
World Cup, Ultimate Fan and benchmarking
‘FryFutbol’ is another key focus for the team
for EURO 2016 and 2018 FIFA World Cup.
in Brazil and one which demands long nights
and early mornings to co-ordinate.
McDonald’s Player Escorts
McDonald’s recruit children from all over the
This online campaign uses McDonald’s fries
World (75 countries) to walk out onto the pitch
as the players and packaging as the props to
with the players – 1408 lucky children (and
recreate iconic moments from each day’s
many more proud parents)! A once in a
World Cup matches, providing engaging
lifetime experience..
content to share on Facebook & YouTube
world wide.
OUR THOUGHTS ON…
Through the group stages, the top spots have
been dominated by Nike and adidas whilst mid
BRANDS IN THE WORLD CUP
table has seen a lot more movement. Official
To coincide with the 2014 FIFA World Cup, we
during the tournament, their levels of
launched the Brandtasy League. This league
recognition have been shown to increase.
sponsors of the World Cup will be happy as
table, created by Arc, tracks the success of
brands, both sponsors and non-sponsors during
The importance of activating during the
the tournament.
tournament is also notable. After each of
Paddy Power’s stunts (Terry the Traitor and
The league table is formed by two waves of
giving the Amazon Rainforest a Brazilian)
quantitative shopper, social media and
their ranking is increased.
sponsorship research, some of which is even
conducted during live matches.
Further findings are will be released in the
next few weeks so keep a look out for updates.
The research and “match reports” showing live
brand research can be seen at
www.brandtasyleague.co.uk