SUZUKI

McDonald's Joins ESAF 2028 as Top Sponsor

McDonald's Switzerland has been announced as a Königspartner (top-tier sponsor) of the Eidgenössisches Schwing- und Älplerfest (ESAF) 2028 in Thun. The partnership was revealed at a media conference in a Thun restaurant; ESAF 2028 takes place 25–27 August 2028. McDonald's is the seventh and final top-tier partner, joining Berner Kantonalbank, Mobiliar, Feldschlösschen, Migros, Swisspor and BKW. The idea came via a McDonald's licensee and financial terms were not disclosed; ESAF does not publish budgets, though past reporting put the 2025 event budget at CHF 35–40 million with roughly half covered by sponsorships, and media reports infer McDonald's contribution is at least seven-figure. McDonald's Switzerland highlighted its 50-year presence in the market, operating over 190 restaurants in 21 cantons and employing more than 8,400 people with its licensees. Details of on-site activations are not yet finalised.

As TV Evolves Beyond The GRP, Ford Goes Along For The Ride

Ford and its agency Blue Hive used wywy's real-time TV ad-syncing platform to measure ad impact beyond traditional GRPs. Wywy tracks TV airings via a website tracking pixel, timestamping which spot ran and attributing subsequent web activity to that airing while normalizing timing across networks. The approach addresses GRP limitations by linking attention signals to actions on the web, with Ford citing the value of attribution and media-mix modeling alongside Nielsen tests. Wywy announced a July 2015 partnership with Appsflyer to measure TV impact on app installs and plans to integrate GRP data from Nielsen (US) and BARB (UK) to bridge traditional metrics with engagement metrics. The article also notes that 80% of website traffic occurs within 90 seconds of a TV ad airing, highlighting the timeliness of cross-channel attribution.

Capturing TV-inspired Web Searches - ExchangeWire.com

Suzuki partnered with TV-ad-sync company wywy to synchronize its TV advertising with real-time online search for the Vitara launch in the UK. Using wywy SearchSync, keywords from the TV ad were triggered in Google search during and after the commercial, securing the number one position for five minutes of live ad time. Post-campaign analysis showed a multi-screen approach boosting reach and engagement: click-through rate rose 43% and overall conversions climbed 16%, with mobile conversions up 30%. The synced campaign accounted for 20% of total impressions while live for only 10% of the time, and the Vitara appeared first in search 100% of the ad's live duration. Mobile traffic share (smartphone/tablet) increased by 50%, underscoring mobile as a driving force. The results illustrate how TV-inspired search can enhance brand reach across screens and shorten the path from inspiration to conversion.