McDonald´s was one of the sponsors of FIFA World Cup in 2006 and had the opportunity to activate the Player Escort program, i.e choose the kids escorting the players out onto the field. By taking an active part in this in Sweden we saw the opportunity to activate and strengthen the FIFA sponsorship. It was also just in line with our family marketing and the idea of an AFP production was born - "The World Cup Adventure".

According to research 80% of the respondents associate player escort with McDonald´s. The majority states that it was very good that McDonald´s offered children this outstanding possiblity. The number of members in Ronald McDonald club increased by 5, 500 during the period. The activity also generated massive PR.