MCDONALD’S Corporation

  • Sports Marketing
  • Brand Activation
  • Event Operations


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.


  • 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.

increase in McDonald’s app downloads
media impressions
unique participants

Elevate Awards

Best ICX Deployment

2016 Experience Design & Technology Awards

Silver Winner, Best Hi-Tech Audience Interaction