What does working at McDonald’s have in common with eSport?

It was only at the beginning of the year that McDonald’s Germany extended its partnership with ESL (Electronic Sports League), the largest organiser in the German eSports industry. Now the company is also using this strategic partnership for employer branding.

Analogous to the world of gaming, the clip picks up on various everyday situations in the life of a restaurant employee. The fictional world of computer games is thus linked to the real world in a film. The film’s message shows what applies to both worlds: a good result can only be achieved if the most diverse skills are brought together in a team.

“Gaming and working in our restaurants have an important parallel: teamwork is the decisive factor for success! The placement of an employer message that is so important for us in this environment is unique to date. We are counting on placing McDonald’s as an employer within the eSports and gaming target group in the best possible way,” says Philipp Wachholz, company spokesman for McDonald’s Germany.

The video was produced for broadcast as Instream Commercial as part of the ESL Summer Championship, and an adaptation was also used on the social media channels of McDonald’s Germany. The clip was conceived by the communications agency Castenow GmbH, produced by the film production salt & pictures, Jung von Matt/SPORTS was there to advise.