At the end of July, McDonald’s UK announced a multi-million pound responsive campaign whose purpose was to celebrate the Olympic/Paralympic Games, the athletes, fans, and all the people involved in the organization of this event.
The campaign called “We All Make The Games” has been using material filmed on the spot, as well as user generated content to promote the spirit of the Olympics at high profile advertising spots around London.
Now, the campaign, created by Leo Burnett London, has been updated with a one minute TV spot showing all kinds of people who have been visiting the Games filmed during the first week of the event:
Alistair Macrow, McDonald’s UK vice president of marketing, commented on the responsive campaign: “Putting user-generated content front and centre of our Olympic advertising has really enlivened the campaign and given the British public the chance to lead the way in celebrating this monumental summer of sport… The levels of engagement are exceeding our expectations and we’re being sent some amazing shots that are really capturing the charming eccentricities of fans enjoying the Games. It’s just a terrific reflection of the excitement that is sweeping the nation.”
If you could name one event where all the differences, disagreements and controversies that shake the world on a daily basis stop and are put aside, it sure would be the Olympic Games. McDonald’s recognized the unparalleled experience the Olympics provide to the people involved, and managed to transfer it into this campaign utilizing the great potential of user generated content. As a part of the campaign, a short documentary film will be created for the closing ceremony, hopefully in the same manor as this 60 second ad. Until then, check out the new uniforms McDonald’s UK launched for the Olympics, or how Coca-Cola helped the Olympic Games look the way the look.