We accompanied the brand through an internal communication campaign to promote their celebration with its collaborators, playing soccer at the AFA's facilities.
The 35 years Cup: Celebrating as a team
As part of its purpose of generating the best experience for its collaborators, at the end of 2021, McDonald’s celebrated as a team its 35 years in our country through an internal sporting event: Copa 35.
Through an Internal Communication campaign, the company invited its collaborators to sign up to share a sports day where they competed and visited the AFA complex where the Argentine National Team trains.
The action included moments of relaxation such as lunch and closing with company leaders. They also enjoyed a special tour to see the facilities.
In AFA together
To achieve the objectives:
- of allowing its collaborators to live a unique experience at the AFA grounds, framed within the celebration of 35 years, and
- generate brand positioning in internal audiences within the framework of its Wellness and Family pillar,
- we accompanied the brand when implementing the strategy while promoting this action and invited employees to participate in Copa 35.
The communication campaign to invite the staff to participate included:
- mailing with attached protocols.
- Gif to send via WhatsApp.
- Digital billboards.
- TV commercial-style video (on all channels).
Meanwhile, the communication campaign for the 20 cups of the Crew raffle was published on:
- Comunidad Cool ‘s Instagram channel.
- Go to Mc.
- Comunidad Cool ‘s Instagram channel.
A 360 Campaign for the Copa 35
We design a 360º Plan to devise the action and communicate it strategically.
Towards collaborators:
- We developed the invitation to participate and the raffle's communication.
- Save the date for the winners.
- T-shirt + socks set to play.
- T-shirt and autographed soccer balls raffled.
- You get to take "The selfie of this Cup."
Staff:
- Mailing invitation to event and raffle.
- Announcement list of "the player's selection."
- Post-event mailing with photos and info about podium and participation.
Crew:
- Posting through the Comunidad Cool and Go Mc Instagram channels.
- Announcement of the event and drawing of quotas.
- Announcement of "the selection" list of players.
- Mailing/Drive post-event with photos and info of podium and participation.
The campaign included relationship actions through PRs, influencers, and VIP guests.
Storytelling went from the coincidence of the ’86 championship and the year of opening the first store, the axis of well-being and family for which the company strives, and Brand advocacy reinforcing the employer brand on Linkedin.
This storytelling was accompanied by the hashtags #EnAFAJuntos, #McCopa35, #JugamosTodos.
