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MAX x McDonald’s x The BoykinZ: Black Music Month Campaign

BoykinZ

Industry

QSR

Challenge

McDonald’s wanted to celebrate Black Music Month by creating cultural moments that honor Black artistry. The goal was to drive engagement and awareness and promote the launch of the new McCrispyTM Strips to African American audiences aged 18-34 in select markets.

Results

The creative content and partnership with The BoykinZ resonated with the target audience, sparking excitement, engagement, and brand affinity.

Objectives

Awareness, Engagement

www.mcdonalds.com/

28.7%

OVERALL ENGAGEMENT RATE

3.2%

OVERDELIVERY ON IMPRESSIONS

7.6x

ROI

“MAX has been a very trusted and supportive partner of ours over the years. They create unique work that effectively reaches our audience and generates amazing results. They are very flexible and go the extra mile for their clients. We are so excited about the work we have achieved together!”

Alyssa Ruzich

Account Executive @ H/L (Agency)

The Challenge

McDonald’s wanted to connect with Gen Z and multicultural youth during Black Music Month while also promoting the launch of the new McCrispy Strips and driving adoption for the MyRewards ordering app,

The challenge lay in reaching African American audiences aged 18-34 with content that felt authentic, vibrant, and deeply rooted in cultural relevance, creating a real sense of community and celebration.

The Solution

McDonald’s teamed up with MAX, leveraging its music marketing platform to identify and partner with The BoykinZ, a genre-defying sister group known for blending country, trap, and authentic sisterhood.

The BoykinZ amplified the partnership’s excitement and reach, sharing exclusive behind-the-scenes footage and tagging McDonald’s.

MAX’s data-driven targeting ensured the content landed with the right audiences across platforms, with TikTok emerging as a key driver of engagement and action.

The Results

This collaboration brought together bold sounds, vibrant personalities, and shared values, resulting in a high-energy campaign that spotlighted both the new McCrispy Strips and Black Music Month.

The partnership delivered a 28.7% engagement rate and drove traffic to the McDonald’s Rewards page. The creative approach and authentic artist collaboration energized fans and fostered genuine brand connections.

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