McDonald's hosted a webcast January 11 to explain its programs and sponsorship of the upcoming Vancouver 2010 Olympic Winter Games. Mary Dillon, global CMO, and John Betts, president of McDonald's Canada, debuted several commercials, spoke about their plans for the locations at the Games, and explained McDonald's Olympic-themed programs.
For example, McDonald's Olympic Champion Crew program provides "high-performing" McDonald's employees the opportunity to work at the Olympic locations, and the Champion Kids Ambassador program, led by Olympic gymnast Shawn Johnson, selects kids to attend the Olympics, meet athletes, and report back to their hometown news outlets.
McDonald's is also hosting a "How do you McNugget?" social media campaign in the US, Dillon said, and encouraging the kids involved in its Ambassador program to blog.
The messaging is all about bringing the games to life, Dillon added. Much of the commercials worldwide will feature locally relevant approaches, with a "focus on food quality and how much our athletes enjoy the food." In-store signage and messaging are also part of effort, Betts added.
During the Games, McDonald's will host a media event on February 11 with information about new menu items and opportunities for the media to engage with its various programs, such as the Kids Ambassador program.
McDonald's is working with AOR GolinHarris on the effort.