Supporting Asian Pacific Islander Communities

Edited by Vinh Dang

Brief: To help McDonald's promote their support within the Asian Pacific American community.

Solution: First activation: Complementary McCafe and Breakfast items along with a 15’x15’ lounge area for attendees to congregate. Followed by a workshop on multicultural marketing. Second activation took place at the World’s Largest Entertainment McDonalds & Play place where randomly selected conference attendees had an opportunity to meet Mike Bow (Influencer) and dine with complimentary McDonald’s dining. Social media for this activation included a geo-targeting Florida with the hashtag #McDxECAASU2019. Final activation: Closing ceremony by Steven Hunter (US Public Relations and Brand Engagement) and Mike Bow giving a keynote along with branding material being passed out (tote bags, coupons, mini notebooks, pens).

Impact: 57.8% of the attendees learned about multicultural brand engagement and the importance of cultural inclusion/ethics provided from the multicultural workshop. 54.2% have a positive perception of McDonalds presence at the conference. This activation was held in Wyndham Orlando Resort connecting over 800 people. Overall, more than half of the participants view McDonalds commitment in the Asian Pacific Islander Community as a positive.