All-American Games anniversary scores big win for McDonald's

Prompted by a record attendance in 2011, McDonald's hosted its 35th All-American Games in Chicago for a second consecutive year due to the city's love for sports.

Client
McDonald's
PR agency
GolinHarris
Campaign
2012 McDonald's All-American Games 35th Anniversary
Duration

November 2011-April 2012
Budget

$250,000-$300,000

Prompted by a record attendance in 2011, McDonald's hosted its 35th All-American Games in Chicago for a second consecutive year due to the city's love for sports. "Chicago has a rich tradition of high-school basketball," says Douglas Freeland, director of the McDonald's All-American Games.

Strategy
Longtime AOR GolinHarris and the McDonald's US communications team sought to engage a record number of fans by communicating the games' history of producing elite talent and tying the event to Ronald McDonald House Charities.

Tactics
To build pre-game hype, GolinHarris executed several focused social media tactics, including unveiling the 35 Greatest McDonald's All-Americans, which includes Michael Jordan, Shaquille O'Neal, and Kobe Bryant. GolinHarris managed media logistics, including on-site production of the live broadcasting of the boys' game with SiriusXM Radio and the High School Basketball Network.

It also participated in local public school outreach, and created, distributed, and managed promotional content.

Results
Approximately 200 national and local media attended. Strategic media relations resulted in nearly 1,900 editorial placements totaling more than 850 million media impressions.

More than 16,000 fans packed into the United Center making it the largest back-to-back games attendance. Social media conversation hit an all-time high, including 4,402 tweets featuring the #McDAAG hashtag.

The games hit the No. 1 spot on Yahoo!'s Trending Now list.

Future
McDonald's confirms the games will return to Chicago for the third time in 2013.

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