The Challenge
For the past two years, McDonalds has sponsored I’m A Celebrity Get Me Out of Here on Virgin Media Television – a huge part of the autumn schedule. When the show finished late November, we wanted to make sure we were sustaining this momentum, so devised a package where McDonalds were to become the sponsor of the biggest family entertainment shows on VMTV airing across the end of December and into 2022.
Through McDonalds sponsoring I’m A Celebrity, we had proven that awareness of McDonalds’ McDelivery, had increased, so we extended the messaging through their sponsorship of Family Entertainment to increase their awareness during key, viewing moments at home.
The Outcome
Working closely with Virgin Media Television, we identified an opportunity that would enable McDonalds to carry on the momentum started by I’m A Celebrity and continue it throughout the year, specifically tapping into those unique family moments when people are at home, relaxing with friends and family and enjoying their favourite shows. By inserting McDelivery messaging into this space, we associated McDonalds with special family moments.
The sponsorship was initially booked for six months, and as it was successful, it was extended for a further six months, to a year in total. The sponsorship of family entertainment on Virgin Media Television has included 12 shows across the year. These shows air during peak times on Virgin Media Television across the week, giving McDonalds a huge level of reach and frequency across their sponsorship.
