Beyond the Arch

Raptors

Engagement

Favourability

Lead Generation

Drive to Retail

Broadcast/TVC

In-Venue Activation

OOV Experiential

Contest

App Media

Arcade Game

Organic Social

Data Acquisition

IP Usage

Signage

McDonald’s partnered with the Toronto Raptors with the goal of elevating brand favourability and engagement among young adults. Together, we created the Beyond the Arch program which embedded McDonald’s into the gameday experience through ownership of 3-point shots; every time the Raptors scored twelve (12) three pointers in a game, fans would win a free medium fries. Beyond the Arch was promoted across a variety of different channels and included the creation of an 8-bit game, which was the most successful program on the Raptors app in 2019.

THE PROBLEM

Young adults, a highly coveted QSR consumer segment, were not fully engaged with the McDonald’s brand and My McD’s app.

THE ASK

Utilize the Raptors fandom to accelerate My McD’s app downloads, drive to McDonald’s restaurants across Ontario, and increase brand’s favourability among young adults.

CREATIVE INSIGHT

Fans experience heightened joy during Raptors games, but these moments fade after the game ends.

THE IDEA

Beyond the Arch: When the Raptors scored twelve or more 3-pointers in a given game, fans in Ontario could redeem a free medium fries at McDonald’s restaurants the following day via the My McD’s app during throughout the season.