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McDonald’s and the Philadelphia Eagles want to offer customers memorable experiences that instill brand loyalty. The pair announced an extension of their partnership through the 2019 season. This marks the third consecutive season that McDonald’s will partner with the Eagles as part of a local extension of McDonald’s national sponsorship of the NFL.
McDonald’s kicked off the sponsorship on Sept. 1 by giving away $5,000 worth of SEPTA (Southeastern Pennsylvania Transportation Authority) tokens to fans using the Broad Street Line (BSL) subway to attend the Eagles’ final exhibition game against the New York Jets.
John Durante, President, McDonald’s of the Greater Philadelphia Region Owner/Operator Association, told Loyalty360 that the partnership includes opportunities for fans to win prizes and exclusive experiences all season long.
“The fact that this is our third consecutive year as a sponsor of the Philadelphia Eagles and we are under contract through the 2019 season speaks volumes about the success of our partnership,” Durante explained. “Eagles fans show their passion day in and day out and is a direct tie to the passion our loyal McDonald’s guests embody. We have seen a direct evolution of customer loyalty through many digital landscapes, including social media and the McDonald’s app. With the touch of a button, guests can now engage with our team and become a part of the McDonald’s family. We are also able to share product information and participate in real-time, two-way communication.”
Dunkin’ Donuts has a very successful partnership with the New England Patriots, the style of campaign which originated with the Eagles.
Dunkin’s partnership with Epsilon originated in Philadelphia with the tagline: “Eagles Win, You Win,” and that also was conducted in New England with “Patriots Win, You Win,” and similar campaigns occurred in New York for the Jets and Giants.
Since it’s been such a hit, back by popular demand for the 2016 NFL regular season is the “Pats Win, You Win” Coffee offer for DD Perks members.
After each Patriots win during the regular season, DD Perks members will receive an 87-cent medium hot or iced coffee in honor of Patriot tight end, No. 87 Rob Gronkowski.
Once a day throughout the regular season, McDonald’s customers can enter the text-to-win sweepstakes featured on the large 30-ounce Player Cups and Bundle Box. Customers who enter the sweepstakes through the text-to-win will be encouraged to visit the custom URL for an additional entry to the sweepstakes and connecting them to our Mobile App for download. The first place prize will consist of three exclusive experiences and weekly prizes will consist of autographed Eagles memorabilia:
Two tickets to an Eagles game and two pre-game sideline passes to watch the Eagles warmup
Lunch with an Eagles player which includes a behind the scenes tour of the Philadelphia Eagles Nova Care Complex.
Chalk Talk event which includes tour of the NovaCare Complex, dinner and X&O's with two Eagles coaches.
Through Dec. 31, McDonald’s customers can purchase the Eagles Bundle Box, which includes two Big Macs, two cheeseburgers, two medium fries, and 10-piece Chicken McNuggets for $11.99. The box will also feature the exclusive text-to-win codes needed to enter the VIP Fan Experience and weekly prizes.
Through Nov. 27, select Philadelphia Eagles players will be featured on the 30-ounce McDonald’s cups, which will also feature the text-to-win codes.
Sack for a Big Mac with any purchase: Each day after an Eagles regular season home game in which the Eagles have recorded a sack, fans who download the free McDonald’s mobile app will be eligible to receive a free Big Mac with any purchase (limited to one per game).
“Whether fans are at the game or dining in our restaurants, our goal is to offer our guests the very best options in dining with unparalleled experiences,” Durante added. For example, through our text-to-win sweepstakes where guests can enter by texting select codes featured on the Eagles branded 30-ounce Player Cups and Bundle Box or by using the McDonald’s app, they are entered and have a chance to win a number of exclusive experiences, including: Two tickets to an Eagles game and two pre-game sideline passes to watch the Eagles warm-up; Lunch with an Eagles player, which includes a behind the scenes tour of the Philadelphia Eagles Nova Care Complex; Chalk Talk event, which includes a tour of the NovaCare Complex, and dinner and X&O’s with two Eagles coaches.
McDonald’s larger commitment to giving back to the many local communities of Philadelphia is what Durante points to with pride.
“We are donating 100% of all coffee proceeds to the region’s largest shelters specializing in serving homeless youth, our Archways to Opportunity program, a comprehensive education strategy with multiple programs that give McDonald’s employees an opportunity to finish high school, earn an Associate’s or Bachelor’s degree or learn English, or through our Coffee with a Cause program where McDonald’s restaurants throughout the state of Delaware donate 50% of every Monday’s net coffee sales to a selected charitable organization, our Owner/ Operators are extremely committed to making a difference in our local communities,” Durante said.
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