McDonald’s Launches Global Campaign as FIFA World Cup Sponsor

What do Emmy Award winner Jason Sudeikis, TikTok star Khaby Lame, K-pop sensation ITZY and Twitch streamer Edwin Castro have in common?

With billions of fans around the world, they all ask the universally recognized question: “Want to go to McDonald’s?”

The McDonald’s FIFA 2022 campaign plays on the undeniable, universal fan truth – people around the world all have McDonald’s in common. Football – or soccer if you prefer – is the world’s favorite sport, and McDonald’s is a huge fan of it. Our brand believes in the power of the pitch to unite people from all walks of life. No matter the color of the kit or the size of the stadium, we’re all here for the love of “GOOOOOOOOOOOOOOOAL!” That’s why we’re thrilled to bring the fans together as a sponsor of the FIFA World Cup.

For the 2022 tournament, we’re rolling out our biggest global campaign yet, “Want to go to McDonald’s?” – a global celebration of the FIFA World Cup that engages fans around the world, united by their shared love of football and McDonald’s. This new, social media-focused campaign is dedicated to all the ups and downs that come with being a fan of The Beautiful Game – reminding us that whether it’s victory or defeat, joy or grief, McDonald’s is the world’s favorite place to get together

“Morgan Flatley, our Managing Director of Global Marketing, says, ‘The reason our global McDonald’s system is excited about this campaign is because it feels so real to our fans. While we can all cheer for different teams this World Cup, we can all agree that every celebration is a little sweeter with McDonald’s World Famous Fries, and every missed goal or yellow card stings a little less when you’re enjoying a Big Mac.

This will be the first time that more than 75 of our markets worldwide will launch the same campaign at the same time. The magic of this holistic approach is that it invites a world of McDonald’s football fans to come together through unifying activation, while allowing them to experience the tournament in a way unique to their local cultures.

The global campaign will be anchored by a short hero film that highlights the many things our fans share. Featuring ten languages ​​and four dialects, the film brings together an international cast of football and McDonald’s superfans.

Lovers of these Micky-Ds include six-time Emmy Award-winning Jason Sudeikis; world #1 TikTok star Khaby Lame; K-pop sensation ITZY; best EA Sports FIFA Twitch streamer Edwin Castro. The spot, directed by Oscar nominee Darius Marder (The sound of metal) and Emmy Award-winning Alan Yang (Parks and recreation, master of nothing), was filmed in four locations around the world to ensure each scene is unique and authentic to the fans it represents.

Jason Sudeikis shared his connection to the brand, “I’ve had my share of full English breakfasts and fancy brunches in Manhattan, but if I had to pick a way to start my morning or end my late night, I’d pick the Bacon., Egg & Cheese Biscuit from McDonald’s every time.”

ITZY was drawn to the spirit of the campaign – how McDonald’s is home to so many happy memories. “When I was a kid, on Sundays after church, I always went to McDonald’s for a Happy Meal,” says ITZY’s Lia.

Khaby – famously wordless in his TikTok content – ​​was thrilled to break his silence for the brand. “Growing up, McDonald’s was always a treat for my brothers and I. I remember we used to have fun and play football in the parking lot. And what I love most about McDonald’s so far , aside from the Chicken McNuggets!—is the fact that no matter where you are, you feel right at home.

The campaign will also be enhanced with market-specific activations that tap into local fan interests and cultures, all centered around bringing “Want to go to McDonald’s?” live.

For example, this will be Canada’s first team World Cup in 36 years. To celebrate, they’ll flip the script on red and yellow cards, turning them into something exciting. As the cards increase during play, McDonald’s Canada will jump into the conversation and encourage fans with promo codes to order free McDonald’s. Team Canada will also be partnering with influencers to take part in watch parties and surprise fans with McDelivery and swag…no matter the time.

Fans across the Middle East will also join in the red card fun with a social activation called “The Happiness Swap.” Every time a referee throws a red card, fans take a picture, draw fries on the card and post it with the hashtag #WannaGoToMcD. In return, they will receive a promo code for free fries in the app.

Arab football commentators are admired for their passionate and poetic eloquence which makes the matches more fun to watch for fans across the region. To celebrate this unique energy, McDonald’s MEA will partner with iconic commentator Raouf Ben Khelif who will encourage TikTok fans to duet his video with their own commentary.

In China, midnight is peak time for fans due to jet lag. Thus, McDonald’s China sends McDelivery via a special team of “midnight riders”. These 11 riders – the same number of players in a standard football team – will wear unique uniforms and livestream their deliveries on TikTok.

McDonald’s UK is partnering with players from the England and Wales men’s and women’s teams to generate sign-ups for free sessions of Fun Football. They are also calling on famous football fans and experts to deliver food in limited edition packaging and will partner with food poverty charity FareShare to ensure that every meal delivered during the tournament corresponds to a meal for a family in need.

The United States is celebrating the unique way Latinos and Asia-Pacific Americans are experiencing the World Cup by partnering with Saturday night live Cast member Marcello Hernández will pay homage to football’s unique Latinisms, and host a McDonald’s-powered watch party in New York’s Koreatown. Throughout the tournament, USA will be feeding the fandom in real time, engaging with fans on social media with McDelivery and exclusive swag. Whether it’s cheering on Team USA or their heritage team, sharing the thrill of victory or the agony of defeat, McDonald’s is always there for every fan.

“Do you want to go to McDonald’s?” launches around the world on November 14, just under a week before the tournament opener between Qatar and Ecuador. While the global campaign film will highlight the many things we share, montages tailored to different markets will bring their distinct customs and character to life, and we invite fans around the world to join in the celebration.

Because whatever the culture or the language – whether you call us Micky-D’s, McDo, Macca’s, Mehkdi or Macdonal – we are where the world gathers for their favorite meals.

So our only question now is… well, you know.

The news and information presented in this release has not been corroborated by WTWH Media LLC.

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