How can PR deliver on a leading client’s sponsorship of the most anticipated, politicized and sponsor-laden Olympic Games in history in such a fresh way that it resonates in multiple countries? By implementing the most comprehensive and breakthrough PR campaign McDonald’s had ever had with unprecedented results.

Riding on the heels of a full throttle one-year out Global Olympic event, we were challenged with setting the bar once again by positioning McDonald’s sponsorship of the Games front and centre on the world’s stage leading up to August 2008.McDonald’s goal was to tout their new and innovative sponsorship platforms by securing significant, positive media coverage. This exciting opportunity presented challenges, most notably:• Breaking through the very cluttered and politicized media and sponsor-filled environment to obtain noteworthy media coverage. • Executing various platforms in more than 90 countries with language, cultural and time differences/barriers, particularly in China, the host country.We embraced the challenges and went for the gold to break McDonald’s out of the sponsorship gates first, maintain strong awareness throughout and ultimately deliver the most media coverage for brand McDonald’s around the world.

1.) Secure global news coverage to reach consumers (300+ million media impressions)2.) Increase company involvement by 25 percentTarget Audiences• International/national/local media - mostly uninterested or sceptical of Olympic sponsors - needed to refocus their stories• International consumers - Sports/entertainment-minded families and young adults with varying perceptions of quick service restaurants• Company communicators - provide alignment to maximize engagementSecondary research confirmed the challenges: Olympic coverage focused on China's issues and then on athletes/competitors, not sponsors and their activities.Sponsorship was viewed as old news...seen as commercial...and it would take more than a standard media approach.

Highlights included:• Internal Rally of Company System (engaged country communications to participate in Olympic sponsorship PR activation)• One month out: Global Virtual Press Conference (gave media exclusive access via global webcast with live satellites from three continents to provide a robust overview of our programs and introduce the global advertising spots; an effective strategy for redirecting media interest and showcasing programs, which was a key component of our communications approach)• One day before: Opening Ceremonies Global Media Event (the only media event BOCOG allowed on Olympic Green- more than 200 international media attended the event featuring Olympic champion Carl Lewis; the focus was on people, pride and fun)• Three weeks of Olympic Games Sponsorship PR Activation (developed and executed multiple high-energy and news-generating activities that kept the media coming back, including a strategically timed event with Michael Phelps the day after he made Olympic history, resulting in widespread global coverage)

The program surpassed all goals. Record media impressions reached all target audiences:• Obtained more than double the target: 825 million impressions secured globally; 90 percent was positive (or neutral) in tone.• “For the period of July 28 through August 10, company moved into the lead among the global sponsors in coverage in traditional media sources”- Dow Jones Insight 2008 Olympic Media Pulse, August 12• “Garnered the highest unaided recognition recall above all Olympic Sponsors and advertisers in post-Olympic Games”- Survey by Toronto's Solutions Research Group

We met objectives and challenges with a comprehensive plan to utilize a sequenced, well-timed strategy “Bringing People Together Like Never Before” umbrella theme. Our overall strategy allowed McDonald's to start, continue and lead stories before other sponsors and refocus controversial topics to positive news. Key programs included:• Olympic Champion Crew - a record 1,400 employees from 36 countries staffing our four Olympic restaurants and experiencing China and the Games; many activities took place to celebrate the crew with Carl Lewis (a former crew member) as the coveted spokesperson.• McDonald's Champion Kids - A new program providing a unique opportunity for children and for the world to see the Olympic Games through their eyes; 216 kids from 40 countries were selected to experience China and the Games, then reported back to their hometown media, providing a new and compelling vehicle for people to experience the excitement.

For more than 40 years, McDonald’s Corporation has been a major sponsor and official restaurant of the Olympic Games. The 2008 Beijing Summer Olympic Games was the most anticipated, sponsor-laden and politicized Games the country had faced. Challenges included:• Competing with other major Olympic sponsors for limited positive media space • Conveying messages and PR programs that would engage and resonate with diverse audiences around the world• Navigating International Olympic Committee (IOC) and Beijing Organizing Committee for the Games (BOCOG) restrictions and obstacles, including unprecedented security• Internally aligning and rallying McDonald's country communicators in more than 90 countries