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MAR 3

What's on McDonald's Olympic-Marketing Menu†

Q&A: Fast Feeder's 'Biggest Activation Ever' Includes Sending 200 Kids to Event

Advertising Age, March 3, 2008 — One message, 118 countries.

Since Mary Dillon took over as global chief marketing officer at McDonald's in October 2005, she's been working to strengthen and interpret the company's "I'm lovin' it" ad message — which she describes as having "the highest level of consumer awareness in words and five notes that you can almost get in a global campaign" — to consumers around the world.

As part of that effort, she's captaining the marketing team for the Summer Olympics in Beijing, which she says will be the company's "biggest activation ever." The plan involves global spots to showcase the chain's history of feeding athletes — with local twists — and competitions in 30 countries to select 200 children for trips to the games.

Category: Marketing Strategy
Tags: McDonald's, Olympics, Sponsorship

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