McDonald’s Leverages World Cup Role; BK Goes Guerilla

Almost everywhere but the U.S., McDonald’s is capitalizing on its status as an official sponsor and official restaurant of the 2010 FIFA World Cup, taking place in South Africa from June 11 to July 11.

That’s especially true in the UK, where the chain on June 5 begins airing a new TV commercial (from Leo Burnett) touting the games. Echoing the “Just passing by” refrain used in last fall’s poetic “Favourites” brand-image commercial, the new World Cup commercial (at left) is being tailored for England, Scotland and Wales, the first time the chain has done that. McDonald’s UK marketing campaign also includes extensive print and outdoor ads, and a Mars candy milkshake that will be sampled free with people near the chain’s popular electronic sign in Picadilly Circus (see it in action here).

Rival Burger King is not a FIFA sponsor and cannot reference the World Cup by name, but rules never have stopped BK and agency Crispin, Porter + Bogusky from grabbing a little attention. Its guerilla-marketing endeavors in the UK include a TV commercial (bottom) featuring 70-year-old British soccer great Jimmy Greaves. He invites viewers to enter Burger King’s “Whopper Legends” competition. Winners will “watch the final” with Jimmy.

“Feed the Passion” is the theme McDonald’s has used across Europe with its World Cup programs. Soccer-themed toys are available in Australia and New Zealand.

A central part of McDonald’s global FIFA sponsorship has been its Player Escort Program, through which 1,408 kids age 6 to 10 have been selected this year. These children will go to South Africa and escort players from their country onto the field. Other elements of the sponsorship (marketed heavily elsewhere but not here) have been the McDonald’s Ultimate FIFA World Fan program and McDonald’s FIFA World Cup Fantasy Football. A “Heartbeat of FIFA World Cup” game was conducted in Latin America.

Performing at some of the World Cup venues will be the McDonald’s Fan Dancers, 40 South African women, age 18 to 25, who have been training with South African choreographer Lorcia Cooper. The chain also will operate an exclusive McCafé for journalists in the International Media Center. McDonald’s has been an official World Cup sponsor since 1994.