McDonald’s
Best Multicultural Marketing Campaign
PRSA Skyline Award of Excellence
F
Fresh Ideas
McDonald’s summer beverage line needed a dynamic campaign to engage African American consumers through multiple touchpoints and drive sales. Our fresh idea: A Celebration of Color, Culture & Flavor.
L
Leadership in Multicultural
Campaign elements included an artistic, colorful logo on all marketing materials; a culturally relevant, community-focused mural of African American images on McDonald’s drive-thru walls; activations at nail shops in the Black community utilizing bright nail polish colors influenced by the eight summer beverage flavors; and paid media.
O
Optimal Engagement
A Celebration of Color, Culture & Flavor was showcased during the Bud Billiken Day Parade, the largest African American parade in the United States. With a live TV broadcast, the annual parade is viewed and attended by over one million people.
W
Winning Outcomes
The campaign overdelivered impressions, especially on social media, with content that reached +1,129% more accounts via Instagram. Consumers shared images of the mural and selfies of their “McDonald’s nails,” which drove interest in and purchase of the beverage line. The campaign won several awards for excellence in multicultural marketing.
