FIFA
FIFA World Cup at McDonald's
McDonald's was a global sponsor for the 2014 FIFA World Cup. To up the fun factor, McDonald's Canada ran a promotion offering diners a chance to win one of four trips to Brazil to see the World Cup finals. The promotion spanned many touch points such as core packaing, Happy Meal packaging, tray liners, in-store ambience, external + drive thru signage, a contest micro site, and an AR app – GOL!
Core Packaging
Several packaging items were redesigned for the promotion. Items such as medium and large fries, McNuggets, Big Mac, and the McFlurry had the "peel. play. olé olé" game piece.
Contest Microsite
Soccer fans were invited to peel their game pieces from the food packaging and enter it online at the contest microsite. There was one winner per week for a 4 week period.
FIFA World Cup Tray Liners
The tray liner during FIFA was designed to inform diners about the amazing contest McDonald's was offering – a trip to the World Cup final in Brazil – and to promote the fry box artwork and corresponding GOL! app.
FIFA In-store Ambience
As with all big promotions at McDonald's, we brought the spirit of the FIFA World Cup to the in-restaurant dining experience. Ceiling danglers, pennants, posters and table decals brought the energy of the tournament to the dining room.
FIFA World Cup Drive Thru
For those diners who frequent the drive-thru, we still wanted them to be a part of the FIFA fever. We did lawn signs that featured products that were included in the promotion, as well as menu toppers.
Happy Meal
During FIFA, McDonald's wanted Happy Meal diners to have a fun soccer related experience. My team and I conceptualized and designed new Happy Meal packaging incorporating the cognitive, imaginative, and physical elements of play.
To up the FIFA fun factor at McDonald's, we also created a straw-sipper character, a build-your-own FIFA soccer ball activity, and stickers to decorate the ball... all housed in a soccer-themed take-one box.
