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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 McCrispy® 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

33.9%

FACEBOOK ENGAGEMENT RATE

3.2%

OVERDELIVERY ON IMPRESSIONS

“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.

Objectives:

Drive brand awareness for the global McDonald’s MyRewards ordering app and promote the launch of the new McCrispy^® Strips during Black Music Month.
Drive engagement with African American audiences aged 18-34 with exciting content and a branded live show to drive McDonald’s brand love and affinity.
Identify and partner with an emerging artist who genuinely loves McDonald’s and resonates with multicultural youth.

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.

The SET.Live Experience

The BoykinZ held an intimate show at Eddie’s Attic in Decatur, GA. Utilizing pull-up banners and a shoutout to McDonald’s on stage, The BoykinZ encouraged fans to enter for a chance to win prize packages including signed merch + exclusive McDonald’s prizes using SET.Live.

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.

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 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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