1. McDonald’s Slam Jam Music
Consumer Contest
Anna Rittenhouse
ADV 420 Final Presentation
2. McDonald’s Slam Jam Music Contest:
The Big Idea
• The McDonald’s Slam Jam Music contest
– Increase McDonald’s branding by engaging target
audience in a contest to win a VIP experience at
an already well known McDonald’s event.
• Increase promotion for sporting the event
– This contest combines music and sports
– T.A. (target audience) has been identified as one
of McDonald’s largest consumers.
3. McDonald’s Slam Jam Music Contest:
The Big Idea
• The campaign will encourage teenagers to create a “jingle” or short rap about the
McDonald’s All-American Basketball game and a popular McDonald’s food item
– The McDonald’s All-American Basketball Team is the best know high school basketball
All-Americans
– Having the title of McDonald's All American instant brands the player as one of the top
players in the United State and Canada
• Participants will post their video via social media using Instagram or YouTube and
will be required to use the hashtag to be entered to win
• The hashtag will allow the campaign to track all of the contestant entries. It will
also allow us to monitor the impact the campaign is having on our social media
channels
– #mcdonaldsslamjam or #McDslamjam
• The winner receives
– VIP trip/experience to the McDonalds All-American basketball game at the United
Center in Chicago, IL
– Opportunity to preform rap during the basketball game
– $5,000 scholarship
– $1,000 in cash and prizes
4. McDonald’s Slam Jam Music Contest:
Target Audience
• African American teenage males
– Through research and consumer marketing efforts
McDonald’s has identified this T.A. as one of their
largest consumer groups
– Campaign will work to increase food sales
– Promote the McDonald’s All-American Basketball
Competition Weekend
5. McDonald’s Slam Jam Music Contest:
Digital Marketing Strategy
• Contest will be advertised on the McDonalds All-
American Basketball game website
• McDonald’s social media channels
• Paid advertising on music stations like Pandora
and Spotify
– Target the hip hop and rap stations T.A. listens too
– Used by mobile devices like Smart Phones
• Main digital marketing tools will be Instagram
and YouTube
– Other social media channels will be used and
available to our consumers.
6. McDonald’s Slam Jam Music Contest:
Budget
• Budget $30,000
• $5,000 scholarship
• $1,000 in cash and prizes
• Budget breakout:
• VIP Experience for winner:
– First class round-trip airfare for up to four people
– VIP suite at a Chicago hotel
– Transportation around Chicago during the stay
– Suite at United Center for McDonald’s All American Game
– Incidentals
• Cost of paid advertising for contest
– Online, promotional materials in local markets and grassroots efforts
• Promotional materials at McDonald’s All American Basketball Game
Editor's Notes
Slide 2: The Big IdeaThe McDonald’s Slam Jam Music contest is utilizing the resources and events that McDonald’s already has to increase branding and awareness about a popular sporting event, the McDonald’s All-American Basketball Game, while simultaneously working to increase sales of McDonald’s Bacon Club House Sandwich to our target audience of black teenage males. Teen target audiences will be asked to create their own jingle or rap about the McDonald’s All-American Basketball game and the Bacon Club House Sandwich. The winner of the contest will a VIP trip and experience to the McDonald’s All-American Basketball Game. -The McDonald’s Slam Jam Music contest -Increase McDonald’s branding by engaging target audience in a contest to win a VIP experience at an already well known McDonald’s event.-Increase promotion for sporting the event -This contest combines music and sports-T.A. (target audience) has been identified as one of McDonald’s largest consumers.
Slide 3: Contest OverviewThe McDonald’s Slam Jam Music Contest encourages McDonald’s teen consumers to write a jingle or rap about the McDonald’s All-American Basketball Game and the McDonald’s Bacon Club House Sandwich one of McDonald’s newer food items. By promoting both the new food item and the All-American game we hope to see in increase in food sales for the sandwich and an increase in tickets sales for the basketball games. The McDonald’s All-American Basketball Team is the best known high school basketball athletes in the U.S. and Canada making this contest a great fit to market towards our teen male audience. Participants will enter the contest by posting their rap video using McDonald’s well established social media channels that utilize video. The preferred channels will be YouTube and Instagram, but Facebook will be used as well. Participants will have to use the campaign’s hashtag #mcdonaldsslamjam or #McDslamjam to be eligible to win. This will also help us monitor the impact the campaign is having on social media. The winner of the contest will receive a VIP trip/experience to the McDonald’s All-American basketball game at the United Center in Chicago, IL for four people. The winner will also have the chance to perform their song during the basketball game and will receive a $5,000 scholarship and $1,000 in cash and other prizes.
Slide 4: Target Audience Through research and outside marketing groups, McDonald’s has identified that black teenage males are a large part of their consumer base. Therefore this contest will be targeted towards that consumer group. By using sports and music that are widely popular with male teenagers we hope to increase our food sales and the overall promotion of the basketball event. Also, by using resources that we know work well with our target audience we hope to see great participation in the contest. African American teenage malesThrough research and consumer marketing efforts McDonald’s has identified this T.A. as one of their largest consumer groupsCampaign will work to increase food sales of Bacon Club House Sandwich Promote the McDonald’s All-American Basketball Competition Weekend
Slide 5: Digital Marketing StrategyBy using the resources that the McDonald’s already owns like their social media spaces we will create a marketing strategy that engages and captures our target audience’s attention. We will advertise the contest on the McDonald’s All-American Basketball game website and other websites owned by McDonald’s as a scrolling top or side banner. We will also promote the contest on the McDonald’s social media spaces. Paid advertising will be used through SEO by utilizing specific search terms. We will also used paid advertising on popular rap, hip-hop, and R&B music stations on music apps like Pandora and Spotify. This advertising will also work while our target audience is using their mobile devices like smart phones and tablets.
Slide 6: BudgetThe budget for this campaign is around $30,000. I have included the budget break out below. $6,000 immediately gets allocated towards to winner’s cash, prizes and scholarship. The rest of the budget will help cover advertising costs, and travel/accommodations costs associated with grand prize. -Budget $30,000 -$5,000 scholarship -$1,000 in cash and prizes -Budget breakout:-VIP Experience for winner:-First class round-trip airfare for up to four people-VIP suite at a Chicago hotel-Transportation around Chicago during the stay-Suite at United Center for McDonald’s All American Game -Incidentals -Cost of paid advertising for contest -Online, promotional materials in local markets and grassroots efforts-Promotional materials at McDonald’s All American Basketball Game
