McDonald's

Celebrating The History of Black Music 

The Objective

To celebrate Black Music Appreciation Month, McDonald’s Local Business Units of Southern California, and Washington D.C. & Baltimore created a campaign to generate awareness of the holiday and educate their audience on the history and contributions of black musicians in the greater music industry. 

The Solution

McDonald’s turned to paid media and advertising to spread the word of this important celebration, but standard banners wouldn’t do this campaign justice. They developed bespoke, rich media ads that could simultaneously capture attention and spread awareness of Black Music Appreciation Month, and educate audiences on the history of African American music and its impact on American life and culture. 

The rich media ads were developed in the popular social media “story” format. The full screen scroller ad politely loads while the audience is browsing to reveal a celebration of Black Music Appreciation Month. Story bubbles at the top of the ad prompt consumers to click through to explore additional content within the ad itself. Bubbles dove into the history of African American music and different genres, such as Hip Hop. 

A final bubble housed a Black Music Month playlist via a Vevo integration that encouraged consumers to click through to explore the full playlist and immerse themselves in the music of hip-hop artists on the rise.