09 Apr Parading the Brand All Over Town
When your client requests an outdoor billboard, that’s one thing. An outdoor parade? That’s something different. Our goal in 2015 was to reimagine an event with literally a classic resume in the McDonald’s Magic City Classic Parade. The parade celebrates the nation’s largest predominantly black college football rivalry and culminates in the tailgate party, gridiron matchup, and half-time performance. We waffled between marketing efforts and event management skills on our way to rolling a flatbed trailer through over a mile of downtown Birmingham, drawing some 80,000 spectators as witnesses. The first parade to be featured live on the local Fox affiliate, the local McDonald’s Co-Op enjoyed the best exposure since its kickoff – pun intended.
• Live broadcast achieved a 10.8 rating, outpacing all local news and a pair of NFL games
• Expanded use of social media to maximize outreach
• Secured prime tailgate party location where national artist performed
• Shared over 900 hashbrowns with fans via custom sampling vehicle