Passionmeter
McDonald’s
Issue 25 | December 2012
Agency
DDB Paris
Creative Team
Executive Creative Director: Alexandre Herve Art Director: Matthieu Nevians Copywriter: Olivier Henry
Production Team
Crossroads, Director: Elyind Holmboe (Salmon) Executive Producer: Carly Stone Producer: Michelle Stapleton Production Manager: Kate Sinden Production Assistant: Fatima Zaman
Other Credits
TV Production: Sophie Megrous Executive Producer: Jacques Lavaud
Date
June - July 2012
Background
McDonald’s was one of the sponsors of the UEFA European Cup in June, July 2012. They wanted to make the most of their sponsorship and get football fans to identify the brand as passionate about football too.
Idea
McDonald’s sponsorship was built on the concept of “Feed the Passion.”
This campaign set out to bring passion to life by measuring the passion of football fans and identifying which country had the most passionate fans.
In Kiev and Warsaw, host cities to the competition, Passionmeter machines were built.
Fans entered the Passionmeter and cheered for 20 seconds to register a score. The louder the cheers, the higher the score.
Each individual score was added to the country’s total.
In addition, an online app was created which let fans who could not travel to the games cheer from home. Their scores were added as well to create rankings.
It turned out that the Irish were the most passionate fans of the tournament. The Spanish, who won the football, were the 11th most passionate supporters.
Results
Between?the first kick-off on June 8th to the final on July 1st, 60,000 people played with The Passionmeter.
In total, 900,000 people visited the website during the tournament.
990,000 people saw the trailer video in blogs.
People in more than 150 countries played.
There were 190,000 views of posted videos by the web users in the gallery.
McDonald’s was ranked as the No.2 most noticeable brand at the tournament.
The McDonald’s restaurant situated close to the Passionmeter in Warsaw achieved highest ever sales in Poland on the opening match day and during the Germany v Italy semi-final.
In Ukraine, the flagship McDonald’s in Kreschatik Street served 12,000 customers on final day with an hourly record of 1,012 meals sold.
Our Thoughts
What makes branded content difficult to pull off successfully is that as well as establishing an emotional connection between a brand and its target audience, there has to be some sort of product truth behind it all as well.
There are many examples out there of campaigns that have registered plenty of clicks and likes but done sod all for sales.
The idea of “Feed the passion” manages this double act pretty neatly so not only did a lot of people feel warmly towards the brand as a result of the action, they also bought a lot of burgers.
I’m lovin’ it.