“Player Escort Program” Initiated in China for World Cup 2006

The McDonald’s made debut of its worldwide player escort selection campaign in China before the World Cup2006

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The Mcdonald’s cast its draw for best player escorts in China before the German World Cup. The super fast-chain, in conjunction with the National Young Pioneer Committee of China held contest in four major cities with the most fanatic football fans, namely Beijing, Shanghai, Guangzhou and Chongqing. Four kids from each city, with their 222 international and 1,182 German pals were allowed to walk with the players to the playground during the games. Sources said McDonald’s will sponsor more programs that bring kids and athletes together during the 2008 Beijing Olympic Games.

Cases

Guangzhou

Ningning, 8, found a form calling for participation of the Player Escort Program when she dines with her mom. She filled out the form immediately. She said that girls can also be a escort for the world cup and it was fun to see the football stars.
Shanghai

Mr. Zhou rushed into a McDonald’s near Nanjing Rd, Shanghai’s well-known business street, not to buy a hamburger but to consult the registration process of player escort program. He said he had asked for leave from work to register his son to the contest. His son, a 6 - year-old, was said to be a fan since his birth. “ I like Spanish Football League and Italian Football League. My son watched almost
Every match with me, “ he said with proud, “ if he is picked, maybe I can let him ask for signature from Ronaldinho.”

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Kid is a good card to play for sports marketing, especially in China. First, Chinese families by tradition pay excessive attention to their kids. When one kid takes park in the competition, there are actually 3 to 5 family members involved in. Second, as the late leader Deng Xiaoping said that the promotion of sports should start with kids, physical course are paid great attention in primary school education.
Links
http://xiaojiaa.youth.cn/
http://www.youthnoise.com/page.php?page_id=2464

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