McDonald’s® Arch Card® “Fashion Original”

Summary:

JSH&A and McDonald’s USA launched an aggressive national media relations campaign to generate excitement and “buzz” for the Arch Card – a reloadable gift and convenience card – during the critical holiday shopping season. The Arch Card made a stylish statement in New York City as part of McDonald’s “load it. gift it. love it…now wear it” fashion show featuring Kelis. The popular Grammy^® nominee modeled the Arch Card “Fashion Original” designed by Jay McCarroll, winner of “Project Runway’s” first season. Created with limited-edition Arch Cards, the “Fashion Original” was later auctioned on eBay^® to benefit Ronald McDonald House Charities®.

Kellis and Jay McCarroll on the McDonalds Runway

Strategies:

Leverage celebrity partnerships and popularity of Bravo’s “Project Runway” to gain media attention
Focus on holiday shopping and gift giving occasions to generate trial of the Arch Card

Key Results:

The Arch Card program generated more than 240 million media impressions
Media coverage included The New York Times, New York Post, Houston Chronicle, Chicago Tribune’s RedEye, Star Ledger, St. Louis Post-Dispatch, China Press, International Daily News, CNN Headline News, Chinese Radio Network, WSB-Atlanta, People.com, MTV.com, Elle.com, All Headline News, Rolling Out, AhoraNews.com, YouTube.com and Fashion Wire Daily
In the U.S., Arch Card contributed to the rise of McDonald’s comparable sales, up 6.9 percent for the month of December 2006