To celebrate Australian Open 2015, Fuse & Macca’s have teamed up with Tennis Australia to launch the Australian Open Big Mac Legends campaign!
The campaign heroes the iconic Big Mac burger and is all around celebrating legendary tennis players & legendary moments.
Across the 2-week tournament period, consumers will have access to enter an awesome competition, access to exclusive daily Legends interviews and highlights packages as well as a chance to engage with an interactive activation on-ground at the tennis all thanks to the Big Mac!
To get tennis enthusiasts excited, they’ll have an opportunity to enter a daily competition to ‘Live like a Legend’ at the Australian Open. The comp launches this Monday & will be pushed out online, on radio and via broadcast with hosts encouraging viewers to head to Yahoo!7 and caption an image of a legendary tennis moment.
The best two entries will win a money-can’t-buy experience! The prize includes flights, accommodation at the official players hotel, court side seats, the privilege of not only meeting a Legend but also to return a serve & to practice a warmup hit on an official match court! Whoever wins is gonna have a ball…
As well as driving the ‘Caption This’ competition, the Big Mac is also giving fans the opportunity to ‘Ask a Legend’ a question on Yahoo!7 and on McDonald’s Twitter page by using the campaign hashtag #WHATALEGEND & tagging @maccas. What’s great about this is that fans essentially curate the content as the best questions will form the basis of the interview! Get your questions ready and you might be lucky enough to be heard by 1 of 10 Legends including the official Legends ambassadors Pat Cash & Mark Philippossis.
For those fortunate enough to attend the events in Melbourne, be sure to head down to the Grand Slam Oval and look out for the Big Mac zone. There you’ll find a “Centre Court” digital interactive experience built by tkm9 called “Sign it like a Pro”, giving punters the opportunity to sign the camera to replicate a tennis Legend moment! Augmented reality news tickers and confetti animate around them making it look like you’ve just won the Australian Open and have become a true tennis legend. This is then captured as a video for you to share with all your mates so make sure you take advantage! Fans can also meet the legends at the ‘Legends’ signing sessions.
From a branded content perspective, it’s super exciting to see such a simple theme (legends) being applied to both the Big Mac product, an Aussie fave and executed throughout a huge Australian event whilst all being pulled through an extremely Aussie campaign tagline #WHATALEGEND. The messaging couldn’t be more aligned as we celebrate all things legendary through multiple pillars across TV (broadcast & billboards), radio, online, mobile, social and on-ground as well as partnering with legendary talent! Be sure to catch all the action over the next 2 weeks and embrace all the legendary moments that Big Mac will be bringing you.