Royals Rituals
Design Strategy
Video Production
Graphic Design
Project Overview
When there’s an opportunity to create hometown enthusiasm for a great cause, Bernstein-Rein is all in. Especially when that cause is supported by two great hometown brands—McDonald’s and the Kansas City Royals. BR helped leverage a four-year partnership between the two to raise funds and awareness for the Ronald McDonald’s House Charities of Kansas City. As part of the campaign, every time a restaurant would sell a “Royals McDouble Value Meal,” a 25-cent donation was made to RMHC. The campaign also makes our local Ronald McDonald House the beneficiary of two 50/50 Raffles for the season. But perhaps the most talked-about part of the effort was a McDonald’s-branded “Fry Organ” that Bernstein-Rein installed at Kauffman Stadium. This was a life-size interactive french-fry organ that played thematic baseball anthems when approached by fans. Along with co-branded foam fingers, the activation sparked a significant lift in mentions on the Kansas City area McDonald’s Twitter channel as well as an increase in “likes” and “shares” on Facebook.Client
McDonald'sTags
McDonald's
Kansas City Royals
Social Media
TV
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