MCDONALD’S Corporation
- Sports Marketing
- Brand Activation
- Event Operations
WINNING BRANDS. ENGAGING FANS.
McDonald’s looked to KemperLesnik to integrate the McDonald’s brand into the fan experience of NASCAR. Teaming with Chip Ganassi Racing and McDonald’s, KemperLesnik delivered a virtual reality experience that brought fans close to the action and showcased the brand in a unique and compelling way.
WE DELIVERED
- Execution of ten week mobile activation called #McDPitCrew Challenge which gave fans the opportunity to be part of the #1 McDonald’s Chevy SS pit crew
- Development of fully immersive virtual reality experience
- Strategic concept and creative services
- Tour operations and logistics
Their Challenge
McDonald’s Corporation wanted a way to allow NASCAR fans to interact with McDonald’s in a “cool” and engaging fashion. They were looking for a way to increase recognition of the McDonald’s sponsorship recipient, Jamie McMurray, while increasing downloads of the McDonald’s app.
Our Solution
A fully immersive VR experience in which fans became part of Jamie McMurray’s pit crew and race against the clock to change Jamie’s tires and serve up a Big Mac for the final laps of the race. Fans were asked to download the McDonald’s app as part of their participation in the activation.