The Seven Network’s market-leading strategic cross-media arm, 7RED, has joined forces with OMD, DDB Sydney and Whooska to create an innovative, integrated campaign for McDonald’s Australia in Seven’s coverage of the 2021 Toyota AFL Premiership Season.
The campaign, which kicked off during last night’s Carlton v Collingwood match, features Seven’s Hamish McLachlan along with several AFL stars and senior officials in a unique promotion of the McDonald’s brand.
Says Jack Nunn, creative partner, DDB Sydney: “We asked ourselves how could we make McDonald’s synonymous with the AFL? And the answer was right in front of us: it already is. Every club in the league, the Channel Seven commentary team, past legends and even the CEO of the game itself all have a Macca. We had a lot of fun making this and hope footy fans enjoy seeing it during the game.”
Says Aaron Miller, sports partnerships director, OMD: “To see this work realised in such a short amount of time is a massive achievement. It’s a real testament to the work that can be created through collaboration of agencies, McDonald’s Australia, the Seven Network and the AFL.”
By partnering with 7RED, OMD, DDB and Whooska were able to deliver bespoke content that perfectly targeted McDonald’s key audiences and integrated tightly into the broadcast of the AFL match.
Says Katie Finney, director, 7RED: “By connecting the iconic McDonald’s brand with our AFL coverage, we’ve once again demonstrated how 7RED and brands are better together.
“Seven’s AFL is the best opportunity for brands to reach their target audiences in Australian sport. This unique campaign execution was only possible thanks to OMD, DDB and Whooska working very closely with 7RED to create and deliver a pitch-perfect spot that promotes the brand to Seven’s AFL audience.”
Says Amanda Nakad, group marketing manager, McDonald’s Australia: “At McDonald’s we’re proud to play an active role in communities across Australia.
“As a partner to the AFL and AFLW, we’re excited to be continuing to play a role in helping keep fans connected with their team and favourite players. Our ambition with this partnership is ultimately to support the AFL in getting more Aussies participating in – and enjoying – this great game.”
Says Lewis Martin, network head of sport managing director, Seven Melbourne: “There’s nothing we love more than keeping our audiences engaged with our AFL coverage, and campaigns such as our latest work with McDonald’s do just that.
“By partnering with 7RED, brands are able to keep audiences engaged across a break, driving better results for them and ultimate, a better experience for the viewer.”