Client: McDonald's
Agency: DDB
Project: On Pack Txt Competition
Solution: RedDirect
Launched: May 2006
Campaign length: 26 days
Campaign website: www.playatmcds.co.nz
Background:
As a worldwide sponsor and official partner of the FIFA World Cup since 1994, McDonald’s wanted to bring the world’s passion for football to life through a range of exclusive activities during the tournament. One such activity was their on pack Txt 2 Win competition developed within New Zealand with the assistance of Run The Red.
Objectives:
Promotion of Campaign:
-
Television
-
Print (in store)
Strategy:
Run The Red worked closely with McDonald’s and DDB to create a fun and easy to use SMS and web based competition promoting their combo offerings and sponsorship of the FIFA World Cup 2006.
How it worked:
Customers entered the competition by buying any medium or large combo, or any medium or large individual soft drink, shake or orange juice at McDonald’s and txting the unique code (printed on the base of the specially marked promotional cup) to the designated short-code. By doing so, McDonald’s customers automatically went in the draw to win a range of cool McDonald’s and FIFA World Cup related prizes.
Results:
-
The competition was a huge success with over 100,000 registered users throughout the 26 day campaign – that is over 100,000 medium and large combos and drinks bought from McDonalds!
-
The campaign also highlighted and successfully leveraged McDonald’s sponsorship of the FIFA Football World Cup 2006.
|
