McDonald’s UK’s ‘We All Make The Games’ launched in June is gaining momentum. The £10 million advertising campaign uses all media channels to celebrate the London 2012 Olympic and Paralympic Games and its participants.

Photo: ‘We All Make The Games’, clickable

McDonald’s 20,000+ active users of the Facebook App were generating the Games-related content in the period 13 to 30 July and 60 images have already been featured as part of the campaign. These images were used on Piccadilly Lights in central London; printed in the Sun newspaper as half page ads; featured on the McDonald’s UK Facebook page and McDonald’s.co.uk and digital outdoor screens all around the country.

On August 4, a re-edited 60 second filmed documentary ad premiered. It features real fans filmed during the first week of the Games, who experience the highs and the lows while watching the Olympics events.

The next step of the campaign is to develop a documentary-based TV commercial especially for the Closing Ceremony. Now thousands of fans are being filmed for the reason at various fan parks across the UK.

Alistair Macrow, Vice President Marketing, McDonald’s UK said: “Putting user-generated content front and centre of our Olympic advertising has really enlivened the campaign and given the British public the chance to lead the way in celebrating this monumental summer of sport. The levels of engagement are exceeding our expectations and we’re being sent some amazing shots that are really capturing the charming eccentricities of fans enjoying the Games. It’s just a terrific reflection of the excitement that is sweeping the nation.”