Mcdonald 's Beijing Olympic Games Campaign Essay

Mcdonald 's Beijing Olympic Games Campaign Essay

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The goal for McDonald’s 2008 Beijing Olympic Games campaign was to obtain and control a corporate sponsorship by breaking through the problems of the host country. The news media was focused on problems relating to the host country, whether within or surrounding the country. McDonald’s campaign wanted to break away from the focus of those troubles, and bring that focus onto the actual Olympics itself. The media was covering the challenges China was facing in preparation for the games. McDonald’s wanted to change the media coverage by setting out to recruit the most popular athletes and associating their brand with the most widely liked Olympic sports. To be able to achieve control of sponsorship, public relations faced many challenges including competition with other major Olympic sponsors for media space. The campaign’s efforts concentrated on redirecting the public’s attention in order to reach a generous amount of impressions. Some of the first steps for the McDonald’s public relations team were to align all of the company’s country communicators worldwide in order to unify their efforts.
Objectives:
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 Plan:
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.
Conclusion:
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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