McDonald's: The Official Sponsors of Losers

Fast-food brand McDonald's employed a social media and on-ground strategy targeting losing football fans during the 2018 World Cup to drive footfall to restaurants in Lebanon.

Campaign details

Brand: McDonald's Brand owner: McDonald's Lead agency: FP7 McCann Beirut Contributing agencies: UM Lebanon, Ripply Mena, RPR Mena Country: Lebanon Industries: Restaurants & takeaways Media channels: Content marketing, Events & experiential, Online video, Sales promotion, Social media Up to 500k

–Lina Ali Ahmad, Marketing Director, McDonald's Lebanon.