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Advertising in the case of McDonald's - Happy Meal during the Football World Cup 2006 in Germany

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Today, McDonald's has tens of thousands of restaurants, serving millions of people daily around the world. The growth and success of McDonald's is summed up with the first thought that arose in the mind of Ray Kroc on his first visit to McDonald's: "This concept will work anywhere!"

McDonald's is the largest fast food chain in the world. Although the company did not invent the hamburger or fast food, its name has become almost synonymous with them. The brand has become a symbol of globalization and also the dominant feature of American culture.

In recent years, McDonald's is part of the official sponsors during the World Cup football. The year 2006, was no exception and "McDonald's" was one of the many sponsors of the Football World Cup in Germany.

The brand has embarked on a major global campaign to bring in the "World Cup". This association with football is because the sport has an important place in many countries, particularly among younger generation where competitiveness and sportsmanship are very much present.

However, one must be aware that this culture of "football" is not rooted in any country. For example, the United States where basketball, baseball, and American football are king, the "European Football" has no place and is called "soccer" to distinguish it from American football.

This composition takes a closer and more insightful look into the European countryside - where football is considered a "national sport" ? and the Brazilian campaign also, as this country has become the beacon of football, and a place where the game of football is worshipped.

A study into the strategic choices made by McDonald's on these campaigns relating to World Cup Soccer in Germany in 2006. McDonald's chose local strategy for their advertisement campaign.

For the campaign two neighboring European countries France and Portugal were used. Especially as the football culture between Portugal and France is substantially identical. The images of the football game between the children in the French advertisment are the same as those of the Portuguese one and were part of the Toys in the McDonald's Happy Meal TM Menu.

McDonald's France chose to highlight two football players (Trezeguet and Drogba, Ivorian player but well known in France). So for the event McDonald's Happy MealTM - World Cup staged customers mostly children to act and mimic the players to collect toys.

McDonald's Poland chose a campaign representing the spirit of the World, with dreams of victory and many moments to share with the brand official supporter. The Brazilian campaign was totally different from the European countryside.
It is a campaign-produced highlighting the Happy MealTM with lots of toys, such as France and Portugal but using children in the advertisements.

In countries like France, Portugal, Brazil and Poland, football has a very significant place in their national cultures.

Tags: World Cup Football, McDonald's, Advertisement campaign McDonald's 2006 World Cup

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