Industry
QSR
Challenge
McDonald’s challenged MAX to reignite the hype and create authentic moments that resonate with Gen Z around the return of the iconic Snack Wrap®.
Results
MAX drove awareness and engagement for McDonald’s by teaming up with pop singer-songwriter Thomas Day to bring the return of the Snack Wrap® to life.
Objectives
Awareness, Engagement, In-Store Traffic
“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.”
SET.Live
SET.Live turns live concerts into interactive digital environments, enabling mobile, audio, and visual brand touchpoints directly within the artist–fan experience.
The Challenge
McDonald’s challenged MAX to reignite the hype and create authentic moments that resonate with Gen Z around the return of the iconic Snack Wrap®.
McDonald’s wanted to engage 18–34-year-old fans in select markets, spotlighting the crave-worthy comeback of the McD’s Snack Wrap®.
The objective was to fuel awareness and engagement around the Snack Wrap®, Premium Lemonade, and seamless ordering through the McDonald’s app.
The Solution
MAX drove awareness and engagement for McDonald’s by teaming up with pop singer-songwriter Thomas Day to bring the return of the Snack Wrap® to life through authentic, Gen Z–native content.
The campaign showcased the craveable Snack Wrap®, paired with refreshing Premium Lemonade, through moments designed to feel organic, fun, and shareable.
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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 SET.Live Experience
Courtesy of McDonald’s, fans at 4 of Thomas Day’s shows were able to enter a sweepstakes using SET.Live for a chance to win a meet-and-greet with Thomas after the show.
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The Results
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This campaign delivered engagement and awareness across social, programmatic display, audio, and live venue channels. Driven by authentic creator content highlighting the re-release of the McDonald's Snack Wrap®, campaign social posts generated a 10.90% engagement rate. Programmatic display via GroundTruth directly drove 62,080 physical store visits, while streaming audio contributed 592,040 impressions. |
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On site, McDonald's commanded 6.8 minutes each night of undisrupted nightly screen exposure at live concerts, driving a 73% audience participation rate and opt-in sweepstakes leads.
Supported by more than 10 million Spotify streams for the campaign's featured track, "she got a thing about her," and 41,369 participants in a TikTok flavor poll, MAX successfully drove app traffic, store footfall, and Gen Z brand affinity for McDonald's.
Bonus Value
A True Fan of McDonald’s: Even before the partnership, Thomas went live on Instagram after a late night McDonald’s run and mentioned the Snack WrapⓇ as well as other McDonald’s menu items.
The Next Big Hit: MAX secured song licensing for the campaign to use Thomas’ newest single “she got a thing about her” - reaching over 10 million streams on Spotify!
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