AGENCY: MWW Public Relations
MARKET: New York, NY
DATES: January 29th – February 1st
PROGRAM ELEMENTS: 3 wrapped Jetpacks serving Premium Roast Coffee; 5 staff members engaging consumers; 8,500 branded coffee cups with McDonald’s hashtag #PoweredbyMcCafe.
OVERVIEW: McDonald’s restaurant owners in the Tri-State area partnered with Lime Media for a 4-day sampling program around Super Bowl XLVIII.
DETAILS: Lime Media’s experienced street teams engaged consumers and distributed McCafé Premium Roast Coffee samples via branded jetpacks on “Super Bowl Boulevard”, an interactive, football-themed experience created by the NFL on Broadway between 34th and 47th Streets in Manhattan. Activities and displayed included: Oversized “Super Bowl XLVIII Roman Numerals” for photos; a huge “toboggan Run” for fans to take rides; an autograph and concert stage; Macy’s video production shows; multiple live media stages; and much more. Over 500,000 fans visited Super Bowl Blvd. during the week.
Our McD street teams served free 6 oz. McCafé Premium Roast Coffee samples to the local, national and international fans that were in town for the game. We activated for 10 hrs. per day and handed out over 8,500 samples of hot Premium Roast Coffee over the 4-day program. The temperatures were cold so the great tasting, hot samples were appreciated by the fans. Additionally, consumers were encouraged to share their love for McCafé on Twitter using the hashtag #PoweredbyMcCafe for a chance to win food and prizes from local McDonald’s restaurants.
Overall, the Super Bowl Blvd. area and our McDonald’s sampling program were a big
hit and a success with the fans!