MCDONALD'S

RE-ENERGIZING BLACK MICKEY D'S

Agency Client: The Marketing Store
Activation: Multicultural & Experiential Marketing
Event Platforms: Essence Music Festival, CIAA Basketball Tournaments, HBCU Football Classics, and Tom Joyner Sky Shows

The Marketing Store tapped ME to lead it’s McDonald’s African American Consumer Market experiential activations across key national events.

CHALLENGE:

McDonald's suffered a huge loss in its African American consumer market business. In order to regain footing, it needed a sustainable platform to "optimize" its menu offerings and maximize its African American consumer market business, while effectively and efficiently addressing its core audience, Millennials and single mothers.

INSIGHT:

African American perception of "value" is quite holistic and goes beyond price. They find value in their ability to choose and customize, and their relationship with McDonald's is broad-based and goes beyond any singular product.

STRATEGIC APPROACH:

• Leverage the Essence Music Festival, a hugely-popular and media-driven music and entertainment event, to deliver relevant McDonald’s messages to over 250,000 African American female consumers.

• Leverage the CIAA Basketball Tournaments and HBCU Football Classics, two well established nationally-televised sporting events, to touch over 200,000+ African-American Millennials on-site.

• Leverage the Tom Joyner Sky Shows, the largest, free, live African American entertainment series in the country, to touch African American consumers in key markets.

• Deliver healthier product news and opportunity message in a compelling and relevant manner
• Utilize lifestyle and cultural influencers to help connect with event attendees

RESULTS:

• Reached over 1,500,000 attendees across all national events.

• Garnered approximately 500 million media impressions (TV, radio, print, and online).

• Drove over 650,000 unique visitors to 365Black.com.

• Distributed over 500,000 branded premiums and 100,000 coupon cards.

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