This case study shows how McDonalds was able to leverage Black History Month timing to engage African American’s in schools and community, enhancing its own presence at the same time.

1. Alternative Advertising Case Study: from DOmedia McDonalds: Black History Month “ Inspiration Makes Me”

2. In-School Objective: This program was designed to leverage Black History Month timing to engage African American’s in schools and community. Business Objective: The client’s objective was to enhance brand affinity and loyalty, promote trial by students and families, as well as strengthen McDonald’s presence in the community. CMM Solution: Used a proprietary, national database of schools to identify Elementary Schools with an African American enrollment of 75% or greater. Created awareness of Black History Month via classroom materials and an essay sweepstakes to encourage students to write “Who or What Inspires Me; and Why?”

3. Estimated Reach: - 1,000,000 students, grades 1st – 5th - 38,000 classrooms - 2,400 selected Elementary Schools with 75% or greater African American enrollment Program Elements: - Classroom Poster - Teacher Guide - School Entry Form - Student/Teacher Entry Form - Parent Advisory Form - Administrator/Principal Letter - Customized Envelope

4. Post Program Results: - Entries into “Inspiration makes me…” essay sweepstakes: - 572 school entries - 14,314 student entries

5. If you are interested in learning more about unique advertising opportunities, including alternative advertising techniques , and also to browse our database of alternative advertising assets, please visit www.domedia.com .