PROJECT CONNECT X COMPLEXCON
ComplexCon an expo filled with creators and influencers. With around 200,000 companies in attendance and over 317,000 followers on Instagram, it was an opportunity for McDonald’s to make a big splash with an even bigger audience. I was lucky enough to attend ComplexCon for Project Connect on behalf of McDonald’s. Our goal was to make connections and break barriers to show that we have More In Common.
We connected with trendsetters in unique, hands-on ways. Attendees were able to create a customized jean jacket, jersey, backpack or long sleeve T-shirt.
The catch? They had to collaborate with a stranger.
“McDonald’s had merchandise that prominently displayed the brand’s logo and a rotating DJ booth. By late afternoon, the line to enter the McDonald’s booth had stretched so long that it had to be divided into sections of 50 people. To make the wait more tolerable, employees handed out fries, nuggets and sodas to those in line.
But the real draw was the limited-edition merchandise bearing patches by artists like Elise Swopes that might as well have been from Atoms or Adidas or any of the fashion brands in attendance. It worked because McDonald’s didn’t try to appropriate the culture but adapted to it.”
Utilized our influencers, like Richie Le, to promote the McDonald’s onsite activation on his Youtube channel and other social media platforms.
Through Project Connect, we were able to demonstrate the fact that when we embrace diversity, we can celebrate our differences and understand that through those differences, we have more in common.
