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  1. 2020

Leo Burnett London

McDonald's Player Escort Diaries

Category:Branded Content Strategy Of The Year

Client:McDonald's Europe

At EURO 2016, McDonald’s realised the biggest Player Escort programme ever with 1,122 children accompanying their footballing heroes onto the pitch. Player Escort Diaries was McDonald’s biggest ever content campaign and successfully amplified their sponsorship. Two types of bespoke and engaging content were produced targeting parents (Diary-films) and Millennials (fun GIFs, memes and videos) and shared on a pan-European scale.