We've noted how McDonald's, as one of the TOP sponsors of the London 2012 Olympics, is promoting its new lower-calorie menu and Team USA contest in the US, and encouraging kids (and adults) in the UK to get active and check out its revamped Happy Meal, among other local marketing efforts ahead of the games.
The company brought its top executives to London for the Games opening last week, where the big message was "McDonald's Takes Olympic Stage to Announce Advances in Children's Well-Being, Menu Innovation and Access to Nutrition Information."
Now the Summer Games have started, the fast-food giant is rolling out digital and social content that aims to "match the fun, competitive spirit of the Olympics," according to a spokesperson.
The digital/social activation, titled “Best of our Best,” consists of a series of five videos (that's the first one, above, featuring Chris from Illinois), shot and published throughout the games that feature six members of McDonald's US "Olympic Champion Crew," the team of top employees who have been flown to London to serve the athletes, coaches and spectators at the brand's four Olympic Park restaurants, as the official London 2012 restaurant.
These employees also will have an opportunity to meet athletes, attend Olympic competitions, visit cultural sites, and interact with their peers from across the globe. On the web and social platforms, the London 2012 "Best of the Best" digital activation spans its corporate homepage, YouTube channel, Twitter feed, Facebook page, Pinterest and Foursquare page.
There's also a “flat Stanley”-like adventures of brand mascot Mayor McCheese (not, interestingly, Ronald McDonald) as he visits Olympic and London sites — including Friday's opening ceremonies, at right — throughout the games playing out on Flickr.
Additional "Best of the Best" videos of the elite crew members who have been tapped to serve as brand ambassadors embodying corporate values at the London Summer Games will launch on Aug. 1 ("Commitment," featuring Billy from McDonald's France), Aug. 4 ("Glory" featuring Risa from Japan), Aug. 8 (“Courage,” featuring Casper from Denmark), and Aug. 13 (“Honor,” featuring crew member Man Wun, from Hong Kong). American Chris, above, embodies "Friendship" in his video.
According to the press backgrounder, "Each video features interactive design elements, iconic imagery from London, the Games, and also will show the employees in various scenes and activities that underscore the title of each video – words that perfectly capture the spirit of the Olympic Games. All of them are shot on site in London with the crew members during the Games to authentically capture the feel and excitement that visitors are experiencing there now."
Of course, there are more than six McDonald’s employees working at the brand's Olympic restaurants (comprising the biggest restaurant venue in the world) to feed vistors at these Olympic Games. The fast-food giant has brought along 2,000 of its best employees from 42 different countries to work there. In addition to pulling Mayor McCheese out of retirement, there's an employee from China who volunteered with the Ronald McDonald House Charities during the 2008 earthquake in Wenchuan and an American who had his wedding reception in the McDonald's location where he's been working for the last 17 years.
In addition to the Best of our Best videos featuring the "Olympic Champion Crew," the related digital campaign includes blog posts from live events throughout London, and videos featuring McDonald's executive chef Dan Coudreaut: