McDonald’s finds its sound for Winter Olympics push
Author: Sebastian Joseph
Publication: Marketing Week
Date: January 21, 2014
It is soundtracked by New Zealand hip-hop group The Wyld, who were selected through a creative workshop hosted music-licensing agency Music Dealers. McDonald’s is said to be driving further engagement around the commissioned track through apps, downloads of different mixes, social media around the band and dedicated landing pages, according to the music business.
Additional workshops between Music Dealers and McDonald’s are being planned for the months after the Games. It signals a more strategic use of music for the business, which has not attempted a move on this scale since it launched its “I’m Lovin It” strapline” in 2003 in partnership with singer Justin Timberlake.