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FIFA World Cup’s Official Sponsor Gets Creative with Activation

Official Sponsor and Restaurant of the FIFA World Cup, McDonalds, has brought sponsor activation to a whole new level. This year to kick off the FIFA World Cup, McDonalds is changing, for the first time ever, their french fry packaging to all McDonalds world wide.This new package will be outfitted with designs celebrating the World Cup.

Although this is a very large-scale sponsorship activation example, it can be inspiration to even the smallest of companies. There is always a way to get sponsors more involved in events and give their brand more attention.

For example, you could ask your restaurant sponsors to get involved. Maybe they want to change a napkin or put up a poster. There are tons of ways to encourage your sponsors to get involved with your event.

Steve Easterbrook, Senior Executive Vice President and Global Chief Brand Officer of McDonald’s said, “This is about bringing fun, innovative programming to our customers and celebrating our shared love of futbol. We’re excited to be able to do that through an engaging, interactive mobile experience, and of course with our World-Famous Fries.”

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