Case Study: McDonald’s Achieves Record NASCAR Engagement and Media Reach with Flowers Communications Group

McDonald’s drives 65% Instagram growth and 90+ broadcast mentions with Flowers Communications Group

The customer, McDonald's, faced the challenge of reimagining NASCAR to make it more accessible and engaging for multicultural audiences, particularly Gen Z. The vendor, Flowers Communications Group (FCG), was enlisted to develop a campaign to democratize access to the sport.

Flowers Communications Group executed a multi-tiered strategy that included a social media contest, a local store Road Rally, and exclusive VIP experiences for crew members and influencers. FCG's solution resulted in the campaign becoming the most-streamed street race in NBC Sports history. It achieved over 90 broadcast mentions, more than 650,000 radio impressions, and a 65% growth in the client's Instagram following, with its hashtag trending as the number one topic in the US.

McDonald’s