McDonald’s partnered with the music festival, Day N Vegas, to evaluate attendee engagement with their brand, as well as the impact the partnership had on perception and consideration. The goal was to learn about respondents’ fast food consumption habits and awareness of McDonald’s promotions to educate their growth strategy.
TARGETING HIP-HOP and R&B MUSIC FESTIVAL FANS
Over the three days of the festival, McDonald’s was a prominent partner utilizing an on-site activation footprint featuring their latest celebrity meal promotion accompanied with signage prompting attendees to “Share + Tag Us” or “Download Our APP” via QR codes. The partnership also included engaging social posts from Day N Vegas social handles to bring the brand to the forefront for prospective customers.
To reach the festival audience post attendance, McDonald’s leveraged AEG’s ability to use first-party data (Multiply) to distribute an online survey to two separate groups (festival attendees and a general population control sample), driving them to a survey about their perception of the McDonald’s brand and fast-food consumption in general.
GETTING NECESSARY ANSWERS
Sponsors sparked conversation among event goers, with an average of 19% of attendees who noticed a sponsor stating that they researched them online afterwards, and an average of 31% telling friends about them. Based on the survey results, respondents who attended the 2021 Day N Vegas music festival feel much more favorable towards every McDonald’s recent promotion compared to the general population control sample.
more likely than the gen. population to be aware of celebrity meals
More likely to purchase McDonald's in the future after engaging with the brand on-site
more likely to recommend McDonald's to a friend or colleague after visiting the activation