McDonald’s turned what could have been an advertising out into a grand slam with a recent promotional campaign in Kansas City. By keeping things light while leaning into a narrative the brand couldn’t control, it won over consumers and grew regional social reach.
As part of a local promotion, Kansas City-area McDonald’s locations promised to cut the price of McDouble sandwiches to $1 after every Kansas City Royals game in which the home team turned a double play. In the supporting ad spot, a young man refuses to change his shirt despite the demands of his mother because “you don’t mess with a streak,” the old sports maxim.
Which can be a successful concept…until said streak is a losing one for the local team.
The campaign ran while the Royals dropped nine straight games. Local fans took notice, and some blamed the mother and son. The creative team behind the campaign quickly played off the losing streak, and as folks interacted with the account, McDonald’s took it in stride and played up the joke while interacting with fans. The social page saw an increase in followers, and the attention brought awareness to the promotion.