McDonald’s

Project Description

Making Multicultural Matter

Objective

Elevate brand loyalty and trial in Hispanic, Asian and African American communities
Drive sales within these key markets

Strategies

Activate on-site at cultural events, engaging directly with consumers to educate them on offerings and brand messaging

Leverage holidays and cultural celebrations, such as the World Cup and the Chinese New Year, to demonstrate brand relevance to the market

Results

Sales were up double digits in Lawrence location for the month after the Lawrence Semana Hispana activation

Directly communicated with over 800,000 consumers in the three target communities

Distributed over 20,000 pieces of premium, sampled over 10,000 units of product and circulated over 20,000 coupons

World Cup Player Escort coverage resulted in eight local broadcast segments across three channels in the Boston region

Chinese New Year celebration was covered in the Sampan, a Boston-local Chinese language newspaper, both in print and online

Project Details

Client: McDonald’s

Tags: Consumer Lifestyle

Back to Top