McDonald's: Would you like e-sports with that?

McDonalds, a fast food restaurant chain, entered the e-sports space in Australia by aligning with popular e-sports games to reach millennials.

Campaign details

Brand: McDonald’s Brand owner: Amanda Nakad Agency: OMD Australia Market: Australia

Executive summary

E-sports is a chaotic and dynamic industry that doesn’t follow the same rules as traditional sport. It is also highly fragmented, with numerous games. Players operate in a largely user generated content (UGC) space, a notoriously sketchy environment,

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands