I look like Anthony Michael Hall

Helping Mickey D’s Steal the Show

McDonald’s Flavor Battle: African American Event Marketing & Online Sweepstakes

Sprite invited McDonald’s to co-sponsor a portion of the African-American-focused “Sprite Step Off,” a step team competition touring dozens of cities. McDonald’s challenge to us: How do we fill the allotted stage time with relevant branded content that the attendees will love?

Our answer became McDonald’s Flavor Battle, a “Big Burger”-themed DJ competition in which three DJs representing different McDonald’s burgers competed for the crowd’s love. Audience members texted their favorite “flavor” to a short code, and the winner was announced on the spot. The regional Flavor Battle competitions became a huge hit with the Sprite Step Off crowds; virtually stealing the show at every tour stop.

Helping Mickey D’s Steal the Show

McDonald’s Flavor Battle: African American Event Marketing & Online Sweepstakes

McDonald’s Flavor Battle National Sweepstakes Website

Everyone who text-voted at a live step show was subsequently invited to vote in the national Flavor Battle at 365Black.com, for a chance to win a trip to the televised Sprite Step Off Finals in Atlanta.

The DJs we tapped for the national Flavor Battle were appropriately big-time: Spinderella, Salt N Pepa’s groundbreaking female DJ, represented the Old School. DJ Irie, king of South Beach and house DJ for the Miami Heat, represented the New School. And B. Cox, the multi-hit songwriter and Billboard Magazine Producer of the Decade, represented R&B.

The live events and nationals sweepstakes both exceeded expectations, and worked in tandem to successfully drive first-time visits to 365Black.com, especially among notoriously hard-to-reach young adult African Americans.

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McDonald’s Flavor Battle at the Sprite Step Off
McDonald’s Flavor Battle National Sweepstakes Website
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