Nov 24, 22 | 5 min read
McDonald's strategy during the 2022 World Cup
Reading time: 4 minutes
Global communications and vast interconnections are helping us build the new paradigm of zero borders, but without the limitation of a common language.
We used to think: whoever masters language, owns power. Languages are tools of power and have been for centuries, as long as there have been civilizations. But has this been the case lately?
There is a new order of power. Today, we are more aware that globalisation does not consist of introducing common languages, but rather of embracing the languages and cultures of the markets with which we work.
In general terms, rather than prioritizing a common language to have a global impact, it is necessary to build representation through cultural and linguistic diversity. With this in mind, we bring McDonald's to the stage.
The brand has launched a new suriname email list campaign for the 2022 FIFA World Cup , related to one of the most important digital strategies in global communication: localization.
And let's face it, the new approach has everyone talking about McDonald's.
Is this a pure example of how a brand gains global relevance?
Let's look at the lessons McDonald's has taught us during this first week of the World Cup, on how to get in touch with the world.
Global Camp: Do you want to go to McDonald's?
During the first week of the 2022 FIFA World Cup, McDonald's launched a new campaign that got media and marketing professionals talking.
Wanna Go To McDonald's?
McDonald's campaign happens to be a multilingual and multicultural message for global integration. It's not just the famous characters featured in the global pieces, such as actor Jason Sudeikis, TikToker Khaby Lame, K-pop sensation ITZY, and Twitch streamer Edwin Castro, that make this campaign interesting and different.
What makes this campaign so current and cheerful are the 10 languages and 4 dialects in which the campaign has been developed.
The purpose of the campaign was to launch a strong communication message to unify the football interests of more than 75 markets in the world at the same time (Thinking global), but considering cultural differences, languages and regionalisms following the interests of the market (Acting local).
The campaign brought to the table the real feeling of people seeing their countries represented in the world, reminding them that no matter the result of the match, what matters most is the support we can give each other. And even better, having this positive support by celebrating the participation of cultures in sport, eating at McDonald's.
The main global ad was launched on social media at the start of the 2022 World Cup. Additional versions, meanwhile, were launched in specific markets and featured regional celebrities and activities specific to local markets.
Has your country experienced McDonald's local actions during the 2022 World Cup?
Think globally, act locally
Nothing new for this brand. McDonald's has been, in recent decades, a great example of internationalization and also of menu localization. So, what is different this time?
The difference, as we said at the beginning, is the way they use language as a power of communication.
McDonald's, probably more than many global brands, understands how important it is for people to feel represented and recognized by a brand in order to achieve positive business results.
In other words, McDonald's used the right form of localization in its storytelling, copy, actions and marketing strategies, so that people could see themselves in the ads and act exactly as the brand wanted them to.
As a large company, the business knows that to have a global impact, the secret is to understand local behaviors . Build global objectives, but develop local actions to achieve those global objectives.
It just so happens that when you hear your native language used well in line with specific cultural behaviours, it creates a sense of ownership and empowerment. This is what McDonald's has been doing for many years and has finally made it more explicit with the 2022 World Cup campaign.
