For McDonald’s the London 2012 Olympics were all about the spectators. They wanted to create a campaign that turned the spotlight on the fans and the people behind the games rather than the athletes.
McDonalds’ Olympic campaign “We All Make the Games” used LIVEPOSTER™ to generate and broadcast fan-made content, creating a truly social element to the campaign.


Fans were invited to upload photos of themselves to a Facebook app, telling the world ‘What kind of fan they were’. These photos were then fed to our LIVEPOSTER™ platform and broadcast on digital posters all over the country, including the iconic screen at Piccadilly Circus.

A video of each fan’s 15 seconds of fame was posted to their timeline so they could share it with all their friends, and winners were notified so they were able to see themselves on screen in person.

LIVEPOSTER™ delivered a constantly evolving portfolio of real-time advertising that transformed social data into a McDonald’s-branded celebration of the games.


Seven LIVEPOSTER™ formats deployed simultaneously, delivered 1820 unique creative executions.The campaign won the Love Content Awards 2013 for Social Media Integration and generated £144,500 of additional/diversified revenue.It was the largest-ever DOOH campaign, driving user generated content to all major networks in a nationwide campaign over 12 weeks.