McDonald’s / Chad Ochocinco

CAMPAIGN  OBJECTIVES

  • Drive trial and awareness for McDonald’s Mac Snack Wrap

BURNS’ ROLE

  • Leveraged the Burns CelebrityVaultTM to select male athletes that fit the campaign objectives.  Selected  2010 NFL Pro-Bowl wide receiver and McDonald’s aficionado, Chad Ochocinco.
  • Led all negotiations and drafted offer letters and contracts
  • Acted as the liaison between the talent’s management and McDonalds, to ensure the talent delivered on his contractual obligations and that McDonalds followed social networking guidelines

CAMPAIGN OVERVIEW

  • Developed a multi-usage, consumer engagement campaign targeting multi-cultural adults ages 18-49.  Key program elements included social media, appearances and name and likeness rights.
  • The campaign culminating with a Fan Zone appearance prior to Super Bowl XLIV playing off Ochocinco’s jersey #85, by promoting the opportunity for 85 fans to try the Mac Snack Wrap, meet the football star and hear his virally appealing: Top Ten List Why He Was  Invited to Play in the Pro Bowl.
  • Contract usage rights of his Twitter account for updates and a giveaway- 800,000 Followers

*The Super Bowl event played off Ochocinco’s jersey #85, by promoting the opportunity for 85 fans to try the Mac Snack Wrap, meet the football star and hear his virally appealing Top Ten List Why He Was Invited to Play in the Pro Bowl

RESULTS

  • Reached 200 million customers through 300 traditional media and blog posts, spanning business, sports, fast food and mom outlets
  • Nearly 10,000 tweets reaching an additional 9.1 million engaged customers
  • More than 70 online blog and video posts about the Ochocinco partnership
  • Nearly 80% positive or neutral coverage via blogs and video posts

http://youtu.be/BKVegPy2p8c

Brands hire Burns Entertainment & Sports Marketing to help deliver their most important messages to their most important audiences, from brand positioning to product launches to global campaigns, to drive affinity, sales, share and profits.  Our expertise in the world of celebrity and pop culture — who’s hot, who’s not, and how to leverage talent across the marketing mix — has produced unparalleled brand success for 41 years.

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