Case Study
7Digital taps NFL fans for McDonald’s
Using its digital smarts, 7Digital helped the Golden Arches to engage avid NFL superfans in three of its biggest brand promotions.
The challenge
McDonald’s wanted to raise awareness of its NFL sponsorship and drive consideration of three key tactical promotions:
• Maccas Monopoly
• 30 Days, 30 Deals
• Grand Big Mac and Coke Glasses
The solution
7Digital developed a two-fold solution to drive mass reach from Australians and NFL fans including a TV sponsorship buy as well as integration and sponsorship of Seven’s NFL companion show, Armchair Experts.
Integrated billboards and targeted NFL spot buys on 7mate were supported by Twitter video ad products and product integration during Armchair Experts.
The results
Combining TV and Twitter for the NFL sponsorship allowed McDonald’s to tap into the scale of broadcast for reach and engage with avid NFL superfans on Twitter.
While TV delivered the bulk of the reach for the campaign, Twitter generated incremental reach, adding an additional 3.6% to light TV viewers and 4.1% to medium TV viewers.
Twitter delivered 61% of campaign reach to NFL fans who identified as younger and male balancing the overall reach of TV activity.
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