Match & Munch – 2024 ICC Men's T20 World Cup Final Watch Par

Match & Munch was a first-of-its-kind multicultural activation that united McDonald’s with the passion of cricket, a sport that is far more than a game for Asian Indian audiences in the U.S. It represents pride, identity, and community. The campaign’s objective was to deepen engagement with Asian Indian consumers by connecting the McDonald’s App to a powerful cultural moment that celebrates togetherness and shared emotion.
Cricket is deeply woven into the fabric of Asian Indian culture. According to our Asian American Research, Asian Indians index 253 for following cricket events, the highest among all Asian segments, with nine out of ten tuning in to major tournaments. For Indian Americans, cricket stars are cultural icons, and key matches are communal experiences that unite families and friends, often at odd hours, around a shared sense of belonging. Recognizing this, McDonald’s identified the 2024 ICC Men’s T20 World Cup as the perfect stage to authentically connect with this community in a way that transcends traditional advertising.
The strategy was to transform a global sporting event into a cross-platform cultural experience, blending entertainment, technology, and community engagement. Partnering with Hang Media and Willow TV, McDonald’s launched the first-ever QSR-branded live-stream watch party hosted by cricket stars, who naturally showcased how they use the McDonald’s App, merging fandom with digital interaction and demonstrating how McDonald’s fits seamlessly into everyday moments of joy.
The campaign unfolded through multiple touchpoints: pre-event social amplification drove anticipation through influencers and community pages; the live broadcast on Hang, YouTube, and Willow TV engaged fans in real time; and post-event social and TV content extended the celebration beyond the match. This 360° approach ensured McDonald’s was present wherever fans gathered on screens and in spirit.
The results spoke volumes: over 7.8 million impressions, a 2.3% CTR (255 index vs. benchmark), and a 4.84% behavioral lift. Match & Munch successfully bridged culture, community, and commerce, positioning McDonald’s as a true participant in a moment of shared pride, rather than just a brand on the sidelines.