Background - 

McDonald's restaurants in Île-de-France wanted to design a completely new football event aimed at young people. This would be facilitated by McDonald's partners at local football clubs.

Implementation -

Ads to try and recruit players are put up in 250 of McDonald's restaurants in IDF. Participants can sign up at the restaurants, at their club or on dedicated websites. Participants are required to attend a weekend of testing, at the end of which 60 players are picked. 

The main event takes place in Camp des Loges, with international teams and players present. Competitions, matches and meet-ups occur over the weekend, giving young people a chance to show off their skill.  

Results-

Over 1,000 participants apply each year. The campaign proved to be a great opportunity for young people to learn and hone their skill, while also staying fit and promoting the McDonald's brand.