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.
Objectives:
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Drive brand awareness for McDonald’s Iced Coffee, Frozen Drinks, Frappés, Soft Drinks, Smoothies and ordering through the global McDonald’s MyRewards ordering app.
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Drive engagement with consumers aged 18-34 with compelling content and continue driving McDonald’s brand love and affinity.
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Identify and partner with an artist who genuinely loves McDonald’s, performs well in all regions, and resonates with the target audience.
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.
Social Media
Each social post led fans to a landing page where they could download the My McDonald’s Rewards app and try whichever McDonald’s drink is perfect for them.
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Streaming Audio, Banners, & Programmatic Display
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.
PR Activations
Two McDonald’s co-ops ran a sweepstakes on their local social pages for 10 fans to win a VIP experience to shows in Silver Spring and Portland.
The VIP experience included:
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Tickets to the show
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Meet-and-greet with Alec Benjamin
The SET.Live Experience
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Courtesy of McDonald’s, fans at five Alec Benjamin shows were able to enter a sweeps using SET.Live for a chance to win a signed guitar + McDonald’s merch pack.
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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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