Audience: McDonald’s has decided that the FIFA World CupTM is a great way to bring children with disabilities to the attention of a wide adult audience. But McDonald’s shouldn’t have just talked about it, but show by the 2018 FIFA World Cup RussiaTM example that any place can be made barrier-free. Therefore, McDonald’s also had to involve parents with disabled children and give their children a way to enjoy unique experience. The Company also hoped that it could draw journalists’ attention to children’s problems by its example and thus receive additional PR coverage.  

Objectives: 1. Sponsorship traditionally raises brand awareness, but McDonald’s wanted to raise its barrier-free “Player escort” awareness from 15% (June 2017) to 60%. 2. People were to believe it was possible. Positive attitude to McDonald’s “Player Escort” program was to grow from 76% (March 2018) to 85%. 3. Trust in McDonald’s “Player Escort” program was planned to improve from 65% (March 2018) to 75%. 4. This was supposed to influence general brand propensity to change intention to visit McDonald’s more often from 21% (March 2018) to 25%.   Data source: Kantar TNS / McDonald's Advertising Tracking 2017-2018  

Type: B2C

Language: English, Russian