Case Study:

McDonald's Australia / Advertising agency of record

McDonald’s expands its presence with brand activation inflatable games

Client:

McDonald's Australia / Advertising agency of record

Location:

Australia-wide

Background:

McDonald’s has always been at the forefront of marketing and
branding and constantly discovering new ways to reach, engage, and brand activate its target audience.

With an ever-increasing focus on health and lifestyle, McDonald’s has expanded their sponsorships of national and sporting events and funding grassroots programs that help communities stay active.

McDonald’s sponsors many sporting events and programs, creating a need for fun and engaging sports marketing activations to engage clients interested in the sports they sponsor while encouraging physical activity and a healthy lifestyle.

Giant Inflatables works with the marketing agencies representing McDonald’s to develop new and exciting sports marketing activations that uphold McDonald’s’ commitment to active and healthy lifestyles.

Brief:

Giant Inflatables was called to develop and manufacture brand activation products in collaboration with McDonald’s, focusing on healthy and active lifestyles to engage kids. The inflatables should be themed for the specific sports that McDonald’s sponsors and at which events they will be used. These assets should maintain strong brand awareness and complement the game.

Creative Process:

Inflatable AFL Mini-Goals and AFL Handball Targets

When creating the AFL inflatables for McDonald’s, we called on years of experience and collaboration with sports education bodies to develop two inflatable games:

Inflatable Mini-Goals – Experience has shown that kids love to kick

Inflatable Handball Targets – Kids love the challenge of aiming at targets.

As McDonald’s is a primary sponsor for the AFL, the inflatable sports games created by Giant Inflatables maintained a strong brand identity. Our in-house designers integrated the McDonald’s brand with the exciting AFL inflatables, which encouraged kids to participate, engage, and activate.

The custom AFL Mini-Goals and Handball Targets could be inflated and set up in minutes by a promotional team. These vibrant and impactful inflatables proved to be a hit with kids of all ages, encouraging them to get active and try their best to kick for six and hit the target.

Inflatable Soccer Goals and Custom McDonald’s Arch
With the success of the AFL inflatables range and McDonald’s sponsorship agreement with A-League Soccer, The McDonald’s Marketing team called us, using the same brief, to create soccer-themed sports inflatables.

Design Process:

Our design team developed McDonald’s Custom Soccer Goals with a modular McDonalds’ Arch, focusing strongly on brand awareness.

With a double purpose, the iconic M Arch could be attached to the goals as a target challenge or used separately as a static and instantly recognizable advertisement.

Once again, this soccer activation was a hit with kids of all ages who put their best foot forward in this interactive inflatable game.

Results:

Kids love the challenge of aiming at target and inflatable sports games gives McDonald's an opportunity to engage their target market.
Kids love the challenge of aiming at target and inflatable sports games gives McDonald's an opportunity to engage their target market.
Inflatable AFL targets allow kids to hone their aiming skills while McDonald's is front and centre.
Inflatable AFL targets allow kids to hone their aiming skills while McDonald's is front and centre.
Inflatable AFL targets allow kids to hone their aiming skills while McDonald's is front and centre.
Inflatable AFL targets allow kids to hone their aiming skills while McDonald's is front and centre.
Giant Inflatables creates inflatable games, arches and shelters for Australia's biggest brands

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