World Cup Watch: McDonald’s Touts Makeovers, McDelivery and Mobile


McDonald's Panama Russian World Cup 2018 promotion

As an official FIFA sponsor, McDonald’s usually has a field day with World Cup marketing, both at the global and local level. This year it’s also promoting McDelivery and its app in some local marketing, along with demonstrating how its fare, and its brand, can bring people together across languages and cultures. In one novel example, McDonald’s Panama turned one store into a Russian version of itself, changing its signage and hiring Russian girls to greet guests.

Before we take you around the world for a look at McDonald’s local marketing this World Cup, here’s its new “We’re with you” global campaign:

Globally, McDonald’s and FIFA are co-promoting a World Cup Fantasy game that allows players to emulate starts such as Didier Deschamps and Joachim Low, competing for prizes including a new Kia Sportage, a Hisense TV and signed captains’ armbands from teams competing in Russia.

With Italy failing to qualify for the first time in 60 years, another global spot highlights McDelivery with Uber Eats by featuring Italian former professional footballer Andrea Pirlo:

As for local marketing, football-mad Brits inspired McDonald’s UK to create a special one-off surprise for a superfan in Birmingham, England—and also promote the roll-out of McDelivery. A trio of British players (Paddy McGuinness, Jamie Redknapp and Peter Crouch) turned up unannounced to deliver food and watch the game—the epic Spain vs Portugal match—and play footie in the garden with some thrilled kids:

McDonald's Panama 2018 FIFA World Cup promotion Russian makeover

With Panama‘s national team going to Russia, McDonald’s brought Russia to Panama by making over one location to give Panamanians a taste of Moscow:

Mexico also transformed into a Russian version for a campaign:

Egypt virtually transported a fan to Russia:

Morocco held a contest for a chance to win a trip to Russia:

Costa Rica promoted the McDonald’s app:

Peru promoted its local app with Coca-Cola:

Portugal highlighted players and McDelivery:

France sent three kids (and parents) to Russia:

Poland is also highlighting kids:

Belgium invited members of the Belgian national football team, the Red Devils, to surprise customers at the drive-through window:

Saudi Arabia is promoting kids soccer and its “Big Tasty” menu: “Who’s your favorite team this FIFA World Cup™? Cheer for Team Big Tasty and its three superstars! There is the original Big Tasty, and two new players – Big Tasty Chicken and Big Tasty BLT. They score big on taste and on size. So come on over to McDonald’s and feed your passion for football. No one should cheer on an empty stomach!”

Malaysia released a Rio burger with a football bun:

Australia‘s “Macca’s On Your Team” campaign highlights its good works around sports, donating equipment to junior sporting clubs including soccer, AFL (Australian Rules Football) and basketball:

Singapore celebrates grassroots soccer; All-Day McGriddles; and the Happy Sharing Box:

Spain has a funny campaign with El Presidente and McDelivery:

Brazil features a line of 2018 World Cup sandwiches by nationality—the McBrasil sandwich is available daily while other nationalities rotate—and a plug for McDelivery:

Germany is promoting its mobile app in addition to burger creations representing nations playing in the World Cup:

Serbia is also in the game:

The US is engaging soccer fans of all stripes:


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