BEAUTIFUL GAME = BEAUTIFUL PACKAGING

摘要

The FIFA World Cup of football (soccer if you like) is always a sight to behold, and as the stunning televised footage of sunny Brazil is now starting to fade in collective memory, connoisseurs of the beautiful game will agree that this past World Cup has been the best one yet by just about any measure, packaging included, with some of the globe's biggest brands merrily jumping aboard the bandwagon with a thrilling display of marketing savoir fake. Not surprisingly, the perennial fast-food champion McDonald's was in the thick of the action from the outset, launching a comprehensive marketing campaign integrating limited-edition packaging, a generous giveaway contest, and interactive mobile media right through the thrilling tournament.