Issue: McDonald’s are committed to encouraging active lifestyles and supporting local communities through grassroots sponsorships however the media is very reluctant to promote any of these initiatives
Idea: The Footy Show needed a last minute sponsor to support a struggling football league in northwest Victoria. McDonald’s came to the rescue, donating $25,000 to Australia’s youngest league president Luke McManus whose league was nearing on closure. Mango worked alongside McDonald’s marketing team and media buyers OMD to turn this opportunity around in less than 24 hours with stellar PR results for McDonald’s
Impact: The Footy Show segment alone generated $966,000 with 23 resulting stories in key publications, including front page of Luke’s local newspaper and news coverage across the WIN television network in regional Victoria. The Footy Show panel also visited the region for an additional fundraising event a few weeks down the track. With an audience reach of over 3.9 million people, the segment and subsequent coverage totalled over $1.3 million in positive publicity.
