Sponsorship Activation Proposals for McDonald’s &

the Detroit TigersUniversity of Michigan- SM 439 Group 7: Peri Marosevic, Ryan McGovern, Samara Metz, Scott Timmerman, & Yilei

YangDecember 7, 2015

McDonald’s Sponsorship Objectives

McDonald’s Marketing Objectives- Win Back Visits & Build Relevance ❖ Get Customers back into McDonald’s Restaurants❖ Build Brand Preference, Food Quality, Experience, & Value❖ Increasing Restaurant Sales

McDonald’s Objectives for Tigers Sponsorship❖ Increase Drive-In Visits❖ Celebrate our Food❖ Deepening our Customer Connections❖ Reasserting our Value Proposition❖ Enhancing Brand Reputation

Hit a Double, Win a McDouble Fans use the MLB.com Ballpark app to pick which player

they believe will hit a double during the game If the chosen player hits a double, the fan receives a

coupon for a free McDouble with a purchase via push notification

Promotion through social media, pre-game in park signage, & PA read

Hit a Double, Win a McDoubleSocial media deliver with a tweet announcing whenever a Tigers

player hits a double

Beats sponsorship clutterMemorable namePromotion is a part of the gameplay, not just in the background

Hit a Double, Win a McDouble: Benefits

McDonald’s Reaches target

demographic Builds brand experience Reasserts value proposition Fulfills the #1 goal → drives

in store visits to redeem coupons

Tigers Increases usage of the

MLB.com ballpark app Reaches target market Builds customer connection Increases interest in the

game

McPick 2 for $2 Dollar menu replacement giving

customers the option to pick 2 items for $2 McDouble, McChicken, small fries,

mozzarella sticks New menu feature replacing the Dollar

Menu to reassert the value proposition

Tigers McPick 2 Strikeouts Use the ballpark app to pick 2 players whom you believe

the Tigers will strike out in the first 3 innings If they both do then the fan receives a coupon for a free

McPick 2 for $2 meal One defensive and one offensive (Hit a Double, Win a

McDouble) contest to maximize fan engagement

Tigers McPick 2 Strikeouts: Benefits

McDonald’s Generates awareness of the

new menu options Reasserts value proposition Contemporary & Relevant Fulfills the #1 Goal → drives

in store visits to redeem coupons

Tigers Increases usage of the

MLB.com ballpark app Reaches target market Builds customer connection Increases interest in the

game

Ballpark App Experience

Ballpark App Experience

Ronald McDonald House “Ronald’s Family Day @ Comerica Park” Selecting a Ronald McDonald family of the game to celebrate a child

overcoming an illness after leaving the hospital Special access granted: lunch with Tiger’s player, ballpark tour,

delivering the lineup card, on-field pregame player meet & snack vouchers

Promotions on Social Media & in-game video of the visit to McDonald’s Raffle Giveaway & Donations

Goal: Giving fans the opportunity to create unforgettable moments & engage with McDonald’s & the Tigers on an intimate level to create lifelong fans

Ronald McDonald House: Benefits

McDonalds❖ Enhancing Brand Image (CSR)❖ Enhancing Brand Reputation❖ Building Customer Connection❖ Creating Lifelong Customers

Tigers❖ Enhancing Brand Image❖ Building Customer Connection❖ Creating Lifelong Fans

McDonald’s PlayPlace inside/outside Comerica Park Includes giant Inflatable Ball Pit Kids are given the chance to win an assortment of prizes

1 min time limit to find specifically marked ball Prizes include: Free Happy Meal coupons, McDonald’s Gift Cards, Signed

MLB video game, Game Counsel, & Tiger’s Tickets

McDonald’s Tiger PlayPlace

Goal: Create fun & enjoyable experiences for kids at Comerica Park with both the Tiger’s & McDonald’s brand

McDonald’s Tiger PlayPlace: BenefitsMcDonald’s Build Brand

Experience/Preference Getting Customers Back into

Restaurants Build Customer Connection

Tigers Allowing Kids to Build

Experiences with & around Tiger’s Brand

Gets families to Come Back to Future Games

Build Customer Connection*Forming an affiliation with Tiger’s brand, McDonald’s brand, & a fun/engaging experience

Measuring ROI & ROOActivations allow for Quantifiable Measures & Outcomes Direct Sales- Driving customers to McDonald’s restaurants

Ability to measure coupon usage/sales from visit In-Restaurant & Drive-Thru traffic pre & post activation Direct/Online Surveys- testing consumer perceptions on brand

image, experience, preference, & awareness Ability to measure MLB Ballpark app usage

Ability to track app participation

ConclusionActivations Hit a Double, Win a McDouble McPick 2 Strikeouts Ronald’s Family Day @ Comerica Park McDonald’s Tiger PlayPlace

*Designed with the effort to meet objectives & help McDonald’s & the Detroit Tigers create a strong presence locally