McDonald's at SXSW: How the Fast Food Giant Reinvented Its Brand with Millennials
We solidified the first of many partnerships with South by Southwest and McDonald’s by working with local Texas bands and creating a virtual reality.
McDonald’s owners of Austin and McDonald’s Corporation wanted to generate awareness of digital initiatives as well as build relationships with millennials, entrepreneurs and influencers. Local musicians showcased their skills on the McDonald's stage.
McDonald’s included several free mobile restaurants featuring customer favorites from breakfast, lunch and dinner!
We also created an opportunity for feedback where a panel of judges will heard 15-minute pitches on how McDonald’s can improve customer experience and create content that speaks to today’s digitally connected consumer.
One day, conventional door-to-door delivery and drive-through could become obsolete as “connected technology” changes the nature of transportation.
The first-place pitch earned an all-expenses-paid trip to McDonald’s headquarters— and an opportunity to pitch senior management.
We also unveiled “V-Artist” at the SXSW festival, where attendees had the unique opportunity to step inside a virtual Happy Meal Box and be creative.
The experience premiered at the McDonald’s Loft. SXSW is the biggest music, film and interactive festival in the world. More than 80,000 people descend on Austin in Texas to show off their start ups, talk on panels, premiere films or for the live music.