Industry
QSR
Challenge
MAX was challenged with driving awareness and engagement for the McDonald’s McCrispy™ Chicken Sandwich and the McDonald’s app with multicultural consumers aged 18-34 across all target markets.
Results
The campaign focused on awareness and engagement metrics, exceeding the impression goal by 7% and delivering a 15.2% engagement rate.
Objectives
Awareness, Engagement, Lead Gen
“We've worked with MAX for the past two or three years and never fail to deliver. The team has been supporting 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!”
“It was wonderful to work with MAX. They have a team of individuals with years of experience and it showed. Their professionalism and easy-to-get-along-with personalities made our entry into this new space for us as seamless as possible with meeting deadlines and ensuring we had the local market coverage we needed. We also couldn't have asked for a better artist to work with for our brand.”
The Challenge
This campaign involved multiple stakeholders, including several McDonald’s regional co-op groups and McDonald’s agency, Davis Elen.
MAX was challenged with driving awareness and engagement for the McDonald’s McCrispy™ Chicken Sandwich and the McDonald’s app with multicultural consumers aged 18-34 across all target markets.
Additional secondary objectives include:
- Impressions: efficient impression delivery
- Frequency: minimum frequency of 3x across social
- Engagements: reactions, comments, shares, website clicks, and video views
- Registrations: for livestream & sweeps
- Livestream Views: hosted on Facebook
The Solution
Our team identified cross-genre, cross-cultural artist Bryce Vine as the perfect partner for this campaign.
The campaign included a sponsored livestream concert hosted on the artist’s Facebook page + a sweepstakes giving fans the chance to win a Visa gift card, exclusive merch from McDonald’s & Bryce Vine, and a VIP meet & greet with the artist after the show.
Bryce Vine was 100% all-in on content creation, adding creative flair to the videos to showcase his personality and highlight his true love of McDonald’s.
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This campaign is an extension of McDonald’s long history of connecting with diverse audiences by investing in artists who are representative of the communities McDonald’s serves.
Bonus Value
By working with MAX, Davis Elen and McDonald’s received additional value including:
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Additional social: only required 4 posts, but MAX secured 7 (2 of which were highly valued and difficult to secure TikTok videos)
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Delivered surprise & delight for fans who won tickets to a show
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Bryce also created bonus content above and beyond the campaign to promote his song and showcase his McDonald’s partnership, including:
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The Results
This campaign had 7.39% overdelivery of impressions and a 15.2% overall engagement rate across Facebook, Instagram, TikTok, and Spotify.
All platforms outperformed industry averages, with TikTok leading at a 32.6% engagement rate.
Additionally, the campaign drove 132,218 livestream attendees, 14,160 content hub visits, and 43,280 total minutes watched.
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