McDonald’s American Challenge “Go active with Bob Greene”
To help launch McDonald’s premium salad line, W+A planned and promoted events in Memphis and Corinth, Miss. with personal trainer and author Bob Greene as part of a 36-day cross country tour promoting health, energy and balance.
| Insight: Two events in two days in two different cities nearly 100 miles apart, one urban and one rural, called for two unique plans tailored to reflect the tenor of each city. | Action: In Memphis, we tied the event to National Women’s Health Week partnering with a local YWCA. The Corinth event featured a partnership with a fitness center and included exercise routines at the local McDonald’s restaurant featuring a high school band and cheerleaders. | Results: More than 100 people attended the Memphis event and nearly 150 attended the Corinth event. Live radio remotes helped drive excitement and awareness. W+A also coordinated five radio interviews with Bob Greene, four television news segments and numerous print articles. |
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