Sponsorship
Mc Donald’s
Sponsored the
London 2012 Olympics
To get positive
reputation as a main sponsor of a major sporting event and to improve their
brand images, too look healthier.
Being the main
sponsor for the Olympics is a very high cost sponsorship as this involves prime
time TV advertisement before, during and after sports events. Banners,
billboards, cars and trucks with advertisement on them etc.
McDonalds also will
use this to promote their largest restaurant in the world which is being built
right near the Olympic park.
“World's
Largest McDonald's At London Summer Olympics Readies For July 28 Opening. ….its staff will number a whopping 500, it
will have seating for 1,500 people and the entire building will encompass
32,292 square feet.”
Ways of monitoring.
Positive news coverage, increased sales, more customers, profit margin
increase
Advantages of sponsorship
·
raise brand awareness
and create preference
·
create positive PR
and raise awareness of the organisation as a whole
·
provide attractive
content for a range of products and services
·
build brand
positioning through associative imagery
·
support a sales
promotion campaign
·
create internal
emotional commitment to the brand
·
act as corporate
hospitality that promotes good relations with clients.
Disadvantages of sponsorship
It can be expensive
Might cause legal issues
No control of the people that are being sponsored
Can be time consuming
It can’t always be ensured to get through to the target audience
What sort of target audience did it have in your
opinion?
Olympic audience/spectators
What colors/fonts and so on did it have? How did these
help it to target the required audience?
Yellow/red
McDonalds font superbizzee
The colours and the font stand out and they are also eye-catching
this attracts the customers attention and makes them aware of the brand.
How did the business ensure their promotional method was
more effective than competitors?
By making their promotional
method more dominate by airing advertisement during prime TV times and placing
their ads in prime location. Also the Mc Donald’s logo is one of the most
recognized symbols in the world. They also created a very strong presents in
London by building the World's Largest McDonald's which has seating for 1,500 people.
What do you think could limit the effectiveness of this
promotional method?
As McDonald’s is a fast food chain and fast food is associated with
being very unhealthy and because of this it may cause problems for sponsorship
deals with athletes or sports teams.
People at the stadium and arenas might not pay attention to the
advertisement as they are mainly focusing on the sporting events.
People viewing the Olympics on TV might not see the advertisement as
people in general do other stuff during commercial brake and this might limit
the effectives of the advertisement.
