Case Study: McDonald’s celebrates Black History Month engagement with Marx Layne

McDonald’s boosts art contest submissions 102% with Marx Layne

McDonald’s sought to create a program that demonstrated its local owner/operators' deep roots and care for the Detroit community, specifically aiming to engage youth during Black History Month. The vendor Marx Layne was engaged to develop a public relations and special events strategy to achieve this.

Marx Layne developed and executed an annual student art contest, "McDonald’s Celebrates Black History Moments on Canvas," which included significant community outreach, a gallery exhibit, and a VIP reception. The program generated a 102% increase in art submissions from its first to second year, received positive feedback from educators, and earned Marx Layne a national award from McDonald’s Corporation for its multicultural programming.

McDonald’s