Case Study: McDonald’s boosts Premium Roast Coffee buzz with Marx Layne’s high-flying PR event

McDonald's boosts Premium Roast Coffee with Marx Layne event driving $950,000 in PR value

McDonald's needed to reenergize coffee sales in southeastern Michigan amidst heavy competition from other coffee providers. The fast-food giant engaged the vendor Marx Layne to create a high-impact public relations and special event to promote its Premium Roast Coffee and keep it top-of-mind for customers.

Marx Layne created a "WOW" event featuring the Wallendas performing a high-wire act 80 feet above downtown Detroit to symbolize the great lengths McDonald's goes to for its coffee. The vendor managed all complex logistics, secured city approvals, and provided extensive sampling. The campaign generated massive media coverage with a PR value over $950,000 and 18.8 million impressions. Most importantly, Premium Roast Coffee sales spiked the week after the event and continued to grow.

McDonald's