McDonald’s is the top sponsor for this year’s winter Games in Vancouver. Sportsfeatures.com describes how they have branded themselves as the Official Restaurant of the Olympic Games while opening three restaurant areas in the Olympic Villages in Vancouver and Whistler and the main press center in Vancouver.
Much of the advertising is athlete-themed while embracing a “Share the Gold” slogan with Chicken McNugget promotions. Along with the golden Chicken McNuggets, stores here in the U.S. are offering a new limited time sauce.
McDonald’s is using three new advertising campaigns specifically targeting the Olympic season. New items that have been added to the menu are the S’mores Pie and the Crème Brulee, and Crunch McFlurry. To further support the Olympic themes, Happy Meals will include interactive toys of the 2010 Winter Games mascots.
Outside of the Olympic themed advertising, McDonald’s is also continuing their Champion kids program which began at the Beijing 2008 Olympic Summer Games. This program offers children ages 6-14 from all around the world the opportunity to personally experience the Games first-hand. A panel of ten ambassadors at the Vancouver Games along with Olympic athletes judge essay entries to award the winners.
As the Official Restaurant of the Olympic Games, McDonald’s focuses their advertising on supporting the Games and branding themselves through new winter themed menu items. Their Champion kids program embraces the Olympic spirit while reaching out to involve young kids all around the world.