Macca's online Euro campaign kicks goals with footy fans

Malaysia – Clients may still be nervous about upping their spend in the online space, but successes like McDonalds Malaysia's Mega Mac burger during this year's Euro campaign on ESPNsoccernet ought to make more sit up and listen.

Smashing the campaign's metrics of increasing the use of the 24-hour McDelivery service, during Euro 2008 and driving more customers into the stores in seeking out the Mega Mac, the month long campaign has been hailed by the client.

Aided by OMD, Interactive Hub helped the eatery create a campaign  promoting the Mega Mac burger and to entice home audience watching Euro 2008 to use the 24-hour McDelivery service. McDonald’s was the official sponsor of the football event.

The key to success was interactive banners on ESPNsoccernet promoting the Mega Mac burger to entice the Euro 2008 audience into using the 24-hour McDelivery service whilst watching the matches in the small hours of the morning.

In the one-month campaign, two million impressions were delivered on the ESPNsoccernet website, creating strong awareness for the campaign.

McDonald's senior marketing officer Shirley New expressed satisfaction with the results.

“The campaign was a success for us as the overall business objectives were met. Our selected 24-hour restaurants screening live Euro 2008 matches were also especially packed during the games as well,” she said.

Interactive Hub’s regional managing director Kenniess Wong said the success of the campaign further testifies to the fact that ESPNsoccernet is versatile enough to meet the needs of a broad base of industries.

“The internet is already permanently part of the media consumption psyche of the man-on-the-street,” he said.