This case study shows how McDonalds was able to leverage Black History Month timing to engage African American’s in schools and community, enhancing its own presence at the same time.
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Black History Month “Inspiration Makes Me”
1. Alternative Advertising Case Study: from DOmedia McDonalds: Black History Month “ Inspiration Makes Me”
2. In-School Objective: This program was designed to leverage Black History Month timing to engage African American’s in schools and community. Business Objective: The client’s objective was to enhance brand affinity and loyalty, promote trial by students and families, as well as strengthen McDonald’s presence in the community. CMM Solution: Used a proprietary, national database of schools to identify Elementary Schools with an African American enrollment of 75% or greater. Created awareness of Black History Month via classroom materials and an essay sweepstakes to encourage students to write “Who or What Inspires Me; and Why?”
3. Estimated Reach: - 1,000,000 students, grades 1st – 5th - 38,000 classrooms - 2,400 selected Elementary Schools with 75% or greater African American enrollment Program Elements: - Classroom Poster - Teacher Guide - School Entry Form - Student/Teacher Entry Form - Parent Advisory Form - Administrator/Principal Letter - Customized Envelope
4. Post Program Results: - Entries into “Inspiration makes me…” essay sweepstakes: - 572 school entries - 14,314 student entries
5. If you are interested in learning more about unique advertising opportunities, including alternative advertising techniques , and also to browse our database of alternative advertising assets, please visit www.domedia.com .