McDonald's kicks off FIFA World Cup kids' promotion

March 12, 2014

McDonald's USA is giving young soccer fans the opportunity to meet their favorite players competing for the 2014 FIFA World Cup trophy in Brazil this summer, through its Player Escort sweepstakes, which kicked off this week.

According to a news release, the sweepstakes gives 25 children, ages 6-10, the chance to travel to Brazil and walk onto the field with a player for a FIFA World Cup match. Each Player Escort, along with a parent or guardian, will receive a four-night, five-day trip to Brazil.

The 25 McDonald's Player Escorts will lead players onto the pitch in one of four match cities — Rio de Janeiro, Natal, Manaus or Recife. Parents or guardians can visit between now and April 6 to enter the sweepstakes.

"We know how much soccer has grown in the U.S., especially among young kids — in fact, 30 percent of American households have at least one soccer player — and many of these kids view U.S. Soccer players as role models," Dean Barrett, SVP, global relationship officer, said in the release. "Our Player Escort program aims to fuel kids' passion for the game and inspire active play, while also giving twenty-five lucky U.S. winners an unforgettable experience with players."

Globally and locally, McDonald's will select 1,408 children from 70 countries including Brazil to serve as Player Escorts. The World Cup competition begins June 12 and culminates with the final match on July 13.

Topics: Marketing / Branding / Promotion , Online / Mobile / Social

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