McDonald’s partnered with Penn State Sports Properties to sponsor the student section at Penn State basketball games. McDonald’s sought to be top of mind when students in the State College area went out to eat.
The State College-area McDonald’s group had several objectives with their latest campaign to reach Penn State students:
- Branding to incorporate McDonald’s into the Penn State game day experience
- Increase awareness of McDonald’s products, specifically McCafe, Angus Burgers, Mac Snack Wrap and Dollar Menu a
- Increase traffic
The primary marketing element was sponsoring the student section at Penn State basketball games calling it “Nittany Nation presented by McDonald’s”.
Additional men’s basketball marketing elements included: LED exposure, traffic driving promotion (PSU scores 75+ points and all in attendance received a free Big Mac), McDonald’s logo integration into Nittany Nation signage and marketing collateral, coupon distribution and social media.
McDonald’s also received exposure at select Olympic sporting events including: game day program ad and video board message (Wrestling, Volleyball and Gymnastics), and sideline signage (soccer).