Mcdonald's Event Marketing
Table of Contents Introduction 2 McDonald’s Altered Brand Image by Sponsoring London Olympics 2012 3 McDonald’s Publicity Crisis 3 Why Choose Olympics 3 A Success Sponsorship 4 How McDonald’s Define Brand Elements 4 Adding Value to the Brand by Special London Olympics Logo 5 Associating Brand Elements with Healthy and Environmental Concept 6 Building Emotional Connections 7 Communicating the Brand 8 Integrated Marketing Communication 9 Tailored Promotions 11 Conclusion 11 Bibliography 12
McDonald’s Sponsorship in London Olympics 2012 - How the Brand was Defined and Communicated
Introduction
Event marketing is being viewed as an increasingly important marketing tool of a company’s product or service (Taranto, 1998; Shiu, 1995). Event marketing refers to an attempt to co-ordinate the communication around a created or sponsored event. In event marketing the event is an activity that gathers the target group in time and space; a meeting in which an experience is created and a message communicated”. (Behrer and Larsson, 1998). In the USA, the growth of event marketing is three times faster than the growth of advertising. There are three main reasons for the increasing use of event marketing: first, the economic incentives to find new and unconventional ways of communication have increased; second, the higher demand on companies’ marketing have risen; third, the knowledge and experience of marketing via events have been increased and systemized (Behrer and Larsson, 1998). As the increasing usage of event marketing, the topic of how to use event marketing successfully has been more and more interested by marketers. McDonald’s has a long history in event marketing, and some of the event marketing cases were rewarded one of the best event programs by Event Marketer Magazine 's Ex Awards in 2012. McDonald’s has been sponsored Olympic Games for over 40 years (McDonald’s official website, 2013). McDonald’s sponsorship of London Olympic Games
McDonald’s Sponsorship in London Olympics 2012 - How the Brand was Defined and Communicated
Introduction
Event marketing is being viewed as an increasingly important marketing tool of a company’s product or service (Taranto, 1998; Shiu, 1995). Event marketing refers to an attempt to co-ordinate the communication around a created or sponsored event. In event marketing the event is an activity that gathers the target group in time and space; a meeting in which an experience is created and a message communicated”. (Behrer and Larsson, 1998). In the USA, the growth of event marketing is three times faster than the growth of advertising. There are three main reasons for the increasing use of event marketing: first, the economic incentives to find new and unconventional ways of communication have increased; second, the higher demand on companies’ marketing have risen; third, the knowledge and experience of marketing via events have been increased and systemized (Behrer and Larsson, 1998). As the increasing usage of event marketing, the topic of how to use event marketing successfully has been more and more interested by marketers. McDonald’s has a long history in event marketing, and some of the event marketing cases were rewarded one of the best event programs by Event Marketer Magazine 's Ex Awards in 2012. McDonald’s has been sponsored Olympic Games for over 40 years (McDonald’s official website, 2013). McDonald’s sponsorship of London Olympic Games
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