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.”

http://www.huffingtonpost.com/2012/06/27/worlds-largest-mcdonalds-london-olympics_n_1630275.html   

                                                                                                   

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.