IOC Marketing Report – Beijing 200877 SponsorshipChapter Four McDonald's Olympic Champion Crew In a long- standing tradition, the McDonald's Olympic Champion Crew represented the best of the best restaurant employees from across the globe. Beijing welcomed more than 1,400 employees who had the honour of feeding the world's best athletes, as well as coaches, officials, media and spectators at McDonald's four Olympic restaurants. At a special global press event, these crew members kicked off the Games with a Big Mac Building Competition. More than 200 media captured the spirit of friendly competition as teams received their first gold medals of the Games. The Lost Ring Created in collaboration with the IOC, The Lost Ring represented McDonald's first entry into the world of Alternate Reality Gaming ( ARG) – an online social gaming genre popular with today's youth culture. The Lost Ring became the single largest global ARG ever with more than three million participants working together online in multiple languages and spanning 100 countries. Marketing and Promotions McDonald's created a global television commercial " The More We Get Together" that celebrated the spirit of bringing athletes together. In addition, McDonald's markets around the world featured special promotions and advertising to connect with customers. Giving Back McDonald's continued its legacy of giving back to the host country through a special donation by Ronald McDonald House Charities of 10 ambulances for children's hospitals in China's earthquake stricken Sichuan Province.
78IOC Marketing Report – Beijing 2008 Chapter FourSponsorship Omega has been providing essential timekeeping and data- handling services to the Olympic Games since 1932 and it continued its strong Olympic traditions for Beijing 2008, where it was the official timekeeper for the 23rd time. Among the many improvements in the world of sports timekeeping that were on show in Beijing were high- speed cameras that recorded more than 2,000 images per second, while new timing, scoring and false- start systems were also in place. In total, Omega handled the official timekeeping and data handling for 28 different sports at 37 competition venues. Its presence at the Games was certainly impressive, with a team of 450 on- site professionals from 19 different countries, over 420 tonnes of equipment, including 70 public scoreboards as well as 322 sport- specific scoreboards, 175km of cables and optical fibre, 65 TV generators and state- of- the- art timekeeping and data- handling technology. As well as delivering competition details and results to judges, coaches and the public, Omega's Olympic sport expertise enabled it to develop and adapt its technology to the specialised timing and measuring requirements of each sport and discipline on the Olympic programme, underlining its importance to the successful staging of the Games. " Our partnership with Omega began in 1932 with the Olympic Games in Los Angeles, and the IOC has since come to rely on the unquestionable competence, enduring commitment and assured performance of its official timekeeper." Jacques Rogge, President, International Olympic Committee