McDonald’s strategic plan was to create a program that was the first and the only of its kind that would influence the biggest events. The company planned out certain public relation objectives in order to achieve their overall plan. They wanted to secure worldwide news coverage with at least 300 million impressions, as well as improve McDonald’s local involvement by 25 percent in countries around the world.
The media plan was put together under the theme of “Bringing People Together Like Never Before.” The plan was executed over a period of two years with the budget for public relations of $1 million. The outline of t...
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...dwide. This game was only a small part of the campaign with its main goal being to reach younger people.
The McDonald’s sponsorship program was highly successful and exceeded all goals. They were able to attain a record amount of impressions with nearly one billion impressions, which more than doubled the goal of 300 million impressions. Not only did they attain one billion impressions, but 90 percent of the media impressions were positive. PRSA commented on the McDonald’s campaign saying, “[d]espite insurmountable obstacles, McDonald’s led positive media coverage (reaching 825 million consumers globally) and engaged a record number of countries for the best results in McDonald 's 40-year Olympic history.” With this campaign, McDonald’s was able to achieve the highest independent acknowledgement above all sponsors of the Olympics in a post-Olympic Games.
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