Seeking to re-energize the McDonald's brand and gain new relevance with New York Tri-State millennials, we produced McDonald’s first ever “B-Boy Royale” – a breakdancing competition featuring dance battles, musical performances and extensive real-time social media integration.
The first event in 2013 received unanimously positive response from the public, the hip hop and breakdance community as well as local media; including a positive review from the New York Times that went viral. The unprecedented success of the program has led to “McDonald’s B-Boy Royale” becoming the largest annual breakdance tournament in New York City and a fundraiser for Ronald McDonald House Charities.
Re-energize the McDonald’s brand and gain new relevance among millennials in the New York Tri-State area.
When the dust settled, one crew took home the crown, but we proved we could connect to millennials and their influencers through authenticity and unbelievable dance moves. Do not try this at home… Or do try them, and enter next year’s competition.