As an official sponsor of the 2018 FIFA World Cup in Russia, McDonald’s launch real time campaign themed “We are with you #挺你，无时无刻#”. Social media users post on Weibo with the campaign hashtag will have the chance to win free burgers in real-time for each goal in World Cup. This social activation emphasis McDonald’s brand image as “a supporter of the supporters”, also make McDonald’s the fans’ first choice whilst watching the FIFA games.
When most of the games were on air at mid-night in China, the team developed 50plus social posters featuring puns combining product names and social buzzwords in advance, and released on social right after every big moment on the yard. The real time campaign successfully won over 3million followers and a 50.4% increase of McDelivery Order.