In the run-up to ad: tech London
, taking place at Olympia 11 - 12 September 2013
, iMedia has published a Case Study highlighting Leo Burnett's
use of digital media to help increase sales for McDonalds during the 2012 Olympics.
We have outlined some of the key findings below and for the full study click here
There was a clear reduction in negative buzz immediately after the first burst of media, and the campaign achieved 77% standout compared to other Olympic advertising.
August 2012 saw McDonald’s UK’s biggest ever sales. August sales showed an incremental growth of +1% beyond projections, while restaurants close to Olympic venues (where Outdoor media was concentrated) saw a 12% uplift, and 67 restaurants (mainly in London) set a new monthly sales record in either July or August last year.
The McDonald’s campaign around the London Olympics celebrated the collective story of The Games: a story that the brand invited, curated and then broadcast.
Josh Bullmore and Steve Hill will provide the full story on 'We All Make The Games' in ad:tech London's Multichannel Summit on 12 September. Click here for further information and to reserve your place.