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Beyond the Buzzer: From Game Day to Cultural Icon
For 46 years, McDAAG has been the launchpad for future stars, but in 2023, it rose above the court, transforming into a vibrant tapestry woven with basketball, fashion, music, art, and entertainment. The focus extended beyond generating short-term excitement. It aimed to establish a long-standing bond with multicultural young people and solidify McDAAG's position as the leading platform for future stars.
Houston, We Have a Movement
From February to March, Houston pulsated with McDAAG fever. Ten electrifying activations, powered by partnerships with UofH, the Rockets, local sneaker stores, and McDonald's, unleashed their magic on over 14,000 basketball enthusiasts. The streets buzzed with 224,000+ local earned media impressions, 3,000+ unforgettable giveaways, and record-breaking ticket sales.
Dominating the Airwaves and Hearts
The hype transcended Houston's borders, as earned media soared 70% year-over-year, securing 11,100 placements in national cultural and lifestyle outlets, making McDAAG a household name. Game Day was a star-studded affair, selling out the Toyota Center and seeing a 64% viewership increase for the Boys Game on ESPN and a 36% bump for the Girls Game on ESPN2. Celebrity appearances skyrocketed by a staggering 837%, with over 70 alumni, tastemakers, and stars gracing the courtside.
The Legacy Continues
The 2023 McDAAG transcended its role as a sporting event, scoring significantly in both brand engagement and cultural impact. Basketball, once solely a game, has flourished into a dynamic environment where McDAAG plays a prominent role, fostering future stars and igniting a passion for the sport. This is only the first step, as McDAAG 2023 has paved the way for a future where basketball and culture intertwine, forever changing the landscape of the game.
Credits
Entry Title: 2023 McDonald's All American Games (McDAAG)
Entrant Company: The Narrative Group
Client: McDonald's
Winning Category: Experiential & Immersive - Brand Engagement Event
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