Industry
QSR
Challenge
MAX was challenged to foster meaningful engagement & awareness with Gen Z consumers.
Results
Targeted media, streaming audio, and display ads featured a call to action that led fans to a landing page where they could download the My McDonald’s Rewards app to take advantage of local deals.
Objectives
Awareness, Engagement, In-Store Traffic
We've worked with MAX for the past two or three years and they never fail to deliver. The team has been supportive and always with clear communication on needs and progress. This year we tried a new element and we're so excited to see final results!
The Challenge
Over the years, MAX has worked with McDonald’s to strengthen online presence by refining awareness strategies and extending engagement to live interactions, fostering authentic brand-consumer connections.
For this campaign, we were challenged with guiding consumers to local stores by bringing McDonald's in-venue during live concerts and engaging with audiences beyond traditional digital media.
The Solution
MAX drove awareness and engagement for McDonald’s by featuring pop singer-songwriter (and devoted McDonald’s fan) Alec Benjamin acting as a McDonald’s employee in various skits to promote the cool McDonald’s lineup of Iced Coffee, Frozen Drinks, Frappé, Soft Drinks, and Smoothies.
This year’s campaign offered music fans fun, refreshing content with Alec acting as a McDonald’s employee in various skits to promote the cool McDonald’s lineup of Iced Coffee, Frozen Drinks, Frappé, Soft Drinks, and Smoothies.
Targeted media, streaming audio, and display ads featured a call to action that led fans to a landing page where they could download the My McDonald’s Rewards app to take advantage of local deals.
The Results
MAX’s tailored approach exceeded campaign KPI goals and industry benchmarks for McDonald’s. The campaign secured additional social support from Alec Benjamin, leading to an overall 20.82% engagement rate. In-venue activations saw a 25% participation rate and more than 4,600 unique page visits, underscoring the power of authentic, music-driven brand partnerships to drive real-world action and lasting connections.
Added Value
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Additional social posts: MAX secured 2 additional social posts from Alec Benjamin outside of campaign requirements.
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An authentic partnership with a mainstream artist: Alec is a genuine fan of McDonald’s and it shows. Nothing will stop him from getting his go-to order of the Chicken McNuggets meal and a Diet Coke, not even touring internationally. Alec sent this picture of him making a pit stop during his Asia tour.
Ready to get started?
