McDonald's Australia has launched a new integrated campaign for during Seven’s coverage of the 2021 Toyota AFL Premiership Season.
The campaign was created in collaboration with the Seven Network's cross-media arm, 7RED, OMD, DDB and Whooska.
The campaign, which kicked off during last night’s Carlton v Collingwood match, features Seven’s Hamish McLachlan along with several AFL stars and senior officials in a unique promotion of the McDonald’s brand.
“We asked ourselves how could we make McDonald’s synonymous with the AFL? And the answer was right in front of us: it already is," DDB creative partner Jack Nunn says.
"Every club in the league, the Channel Seven commentary team, past legends and even the CEO of the game itself all have a Macca. We had a lot of fun making this and hope footy fans enjoy seeing it during the game.”
OMD sports partnerships director Aaron Miller says the campaign came together quickly hrough collaboration between all the different parties involved.
“To see this work realised in such a short amount of time is a massive achievement," Miller says.
"It’s a real testament to the work that can be created through collaboration of agencies, McDonald’s Australia, the Seven Network and the AFL.”
McDonald's partnership with 7RED, OMD, DDB and Whooska enabled it to deliver bespoke content that targeted the brand's key audiences and integrated tightly into the broadcast of the AFL match.
“By connecting the iconic McDonald’s brand with our AFL coverage, we’ve once again demonstrated how 7RED and brands are better together," 7RED director Katie Finney says.
“Seven’s AFL is the best opportunity for brands to reach their target audiences in Australian sport. This unique campaign execution was only possible thanks to OMD, DDB and Whooska working very closely with 7RED to create and deliver a pitch-perfect spot that promotes the brand to Seven’s AFL audience.”
McDonald’s Australia group marketing manager Amanda Nakad says the partnership with the AFL and AFLW continues the company's commitment to playing an active role in communities across Australia.
“As a partner to the AFL and AFLW, we’re excited to be continuing to play a role in helping keep fans connected with their team and favourite players," Nakad says.
"Our ambition with this partnership is ultimately to support the AFL in getting more Aussies participating in – and enjoying – this great game.”
Seven Melbourne and Network head of sport managing director Lewis Martin says: “There’s nothing we love more than keeping our audiences engaged with our AFL coverage, and campaigns such as our latest work with McDonald’s do just that.
“By partnering with 7RED, brands are able to keep audiences engaged across a break, driving better results for them and ultimate, a better experience for the viewer.”
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