Considering the cultural development mentioned in the strategy section and the role McDonald’s has been playing, we needed an outstanding launch idea far away from any organic food cliché that would stir up the public debate. That’s why we did the unthinkable and deliberately misused the Holy Grail of German Soccer – the Allianz Arena.

For three days one million LEDs transformed the 26.000 square meter facade of the stadium into a giant organic burger, creating the largest outdoor advertising ever at one of Germany’s busiest freeway interchanges. On social media, this resulted in an immediate discussion about our organic beef burger. Then the topic picked up pace on the media – in Germany and internationally. Finally one week before the launch of the McB. everybody knew: You can now buy organic beef at McDonald’s.

The illumination of the Allianz Arena reached a tremendous amount of media coverage. In total 450,000 views were generated simply by cars passing the arena on the freeway, over 10 million people saw it on Facebook, creating over 400,000 user-interactions. Besides, the campaign led to over 20 million media impressions, resulting in an estimated earned media value of over 2.1 mio. €.