The McDonald's 'Passion Meter' campaign rallies European soccer fans into friendly competition, gauging their support for their respective favorite teams during the Euro Cup.
The interesting European campaign hinges on the fervent enthusiasm created by the Euro Cup. McDonald's asks fans to show their love for their country or choice team by screaming into their phones or webcams via mobile or website, where their decibel readings (and video) will be recorded. These readings will be amalgamated by team and be displayed on a Euro Cup-wide ranking chart. The site features these rankings, with videos available on the 'World Map' feature, giving people all around the world a glimpse into soccer fan-dom.
As brands are continually finding new ways to engage their fan base and create conversation, McDonald's proves they can spark a louder, more dramatic reaction from its consumers.
Screaming Soccer Fan Competitions
The McDonald's 'Passion Meter' Gauges Support for the Euro Cup
Trend Themes
1. Interactive Fan Engagement - The McDonald's 'Passion Meter' campaign demonstrates the trend of brands using interactive methods to engage their fan base.
2. Crowdsourced Ranking Systems - The 'Passion Meter' campaign showcases the trend of using crowdsourced data to create ranking systems in sports events.
3. Virtual Fan Communities - McDonald's encourages the creation of virtual fan communities through the 'World Map' feature, highlighting the trend of connecting fans from all around the world.
Industry Implications
1. Sports and Entertainment - The 'Passion Meter' campaign presents opportunities for the sports and entertainment industry to enhance fan experiences through interactive engagement.
2. Digital Marketing - The trend of interactive fan engagement in campaigns like the 'Passion Meter' creates opportunities for the digital marketing industry to develop innovative strategies in brand communication.
3. Technology and Social Media - The use of smartphones, webcams, and online platforms in the 'Passion Meter' campaign indicates opportunities for the technology and social media industries to explore disruptive innovation in fan-related experiences.