How Facebook teamed up with McDonald's to recreate the World Cup with fries

How Facebook teamed up with McDonald's to recreate the World Cup with fries
How Facebook teamed up with McDonald's to recreate the World Cup with fries

Marketing caught up with Rob Newlan, head of Facebook UK's Creative Shop, to discuss how the social network teamed up with McDonald's to create the fast food firm's Fry Futbol campaign.

The campaign, which recreated key World Cup moments using McDonald's fries just hours after matches had aired, ran throughout the competition.

The operation required Facebook, McDonald's, agencies and Fifa to work closely together to ensure the social videos were signed off and allow the campaign to play out in real-time.

Of the collaboration, Newlan said: "Through close partnership with McDonald’s and the teams at OMD, Arc and Facebook we have been able to create quality content that is powerful, and engaging, crafting relevant stories for people to share in the News Feed in a timely fashion around the FIFA World Cup".

Thomas Truttmann, head of sports marketing at McDonald’s Europe said: "The real-time nature of the FryFutbol campaign means that we can really capitalise on the spirit of the World Cup and build an emotional connection with our customers.

"It’s about being totally relevant and sharing the passion for the tournament with our customers just at the right moment and in the right place, on Facebook."

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