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CASE STUDY McDonald's

 

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Maine McDonald’s High School Senior All-Star Basketball Games

CLIENT NEED

  • Promote and coordinate the Maine McDonald’s High School Senior All-Star Basketball Games, a fundraiser for the Ronald McDonald House Charities of Maine (RMHC of Maine), which has been sponsored by Maine McDonald’s since 1988.
  • Increase raffle and souvenir sales and overall attendance, thereby generating a larger bottom-line donation to RMHC of Maine. When Rinck took over in 2008, the event was barely breaking even.
  • Generate PR opportunities in advance of and throughout All-Star Weekend.
  • Build a positive image for McDonald’s restaurants and increase awareness of RMHC of Maine

THE SOLUTION

  • Re-invigorate the All-Star Games by re-branding the look and feel of the event including uniform design, souvenir merchandise, and in-store POP, and upgrade communications by establishing a website.
  • Create new All-Star recognitions including the Spirit of the Game and Team of the Year awards.
  • Add new elements such as a half-time show, professional deejay, Ronald McDonald appearances, product sampling, social media outreach, and a larger, more upscale Awards Banquet venue

THE RESULT

Net proceeds from the Maine McDonald’s High School Senior All-Star Weekend and donations to RMHC of Maine have nearly quadrupled since 2008:

2008: $7,678.00

2009: $14,840.54

2010: $20,365.50

2011: $15,279.63

2012: $17,500.00

2013: $26,250.56

2014: More than $28,500.00 (numbers are still coming in at the time of this writing)

 

2013 Earned Media by the Numbers:

Television

Earned Media Value: $134,100

Audience: 257,386

Print

Earned Media Value: $443.265.75

Media Impressions: 5.6 million

Radio

Earned Media Value: $13,625.00

In 2009 CBS Sports filmed Spirit of the Game Award recipients at the Awards Banquet that featured the two players in a documentary that aired nationally prior to the Men’s Final Four Games. This led the players and Maine McDonald’s Owner/Operators to an appearance on the CBS Early Show. (See Spirit of the Game case study.)