McDonald's entices kids with FIFA

By afaqs! news bureau , afaqs!, New Delhi | In Marketing
Last updated : April 11, 2014
In its latest initiative, the QSR chain has announced that it will give a child from India a chance to escort a player at the forthcoming FIFA World Cup to be held in Brazil.

McDonald's has launched a month-long campaign, '2014 FIFA World Cup Escort Program', inviting children to participate and win a chance to escort a player during the FIFA World Cup to be held in Brazil. The campaign will select one child in the age group of 6-10 years, along with a guardian, for an all-expense paid trip to Brazil.

The McDonald's Player Escort Program is part of McDonald's commitment to children's well-being; to encourage amongst children the love for playing sports; and to connect them with the worlds' most watched and played sport.

Through this initiative, one Indian kid will escort a player to the ground at the FIFA WC's Round of 16 matches on June 28 in Rio de Janeiro.

Under this programme, McDonald's is facilitating access for nearly 1,400+ children in the age group of 6-10 years from across the world to have a once-in-a-lifetime opportunity to live their dreams of walking onto the field hand-in-hand with their football heroes at the start of each official FIFA World Cup 2014 match.

The mechanics for the contest are rather simple. Interested participants have to purchase a Happy Meal (between April 1 and 30) and give a missed call to a dedicated number; and punch in the 'Code' received along with the purchase. Participants will be asked a FIFA-related question; and the respondents with all correct answers will qualify for a lucky draw.

McDonald's has lined up numerous events for children in Rio besides escorting the players to the ground and these include football matches for children and sightseeing tours of the city of Rio de Janeiro.

McDonald's has served as an official sponsor and the official restaurant of the FIFA World Cup since 1994. It brings the world's passion for football (soccer) to life for millions of fans through special programmes organised across thousands of McDonald's restaurants across the world. The 2014 FIFA World Cup Brazil™ will be McDonald's sixth FIFA World Cup™ as a sponsor.

First Published : April 11, 2014
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