McDonald's came to SXSW to connect with a new generation in a new way. Across three distinct environments, the brand created places to gather, perform, exchange ideas, and explore its digital future. Bringing the experience to life meant more than making a statement. It meant aligning a bold creative vision with the many people, places, and moving parts required to make it happen.
McDonald's SXSW
McDonald's wanted to make a strong impression at SXSW 2015, positioning itself as an innovative, connected brand and giving its digital division a greater presence among millennial audiences.
Working across a complex network of stakeholders, including city officials, arts councils, developers, and private property owners, we developed three experiential spaces that introduced a fresh look and feel for McDonald's. Throughout the process, strategic brand guidelines helped maintain a consistent message across each environment.
The three spaces included: • Outdoor Venue: An outdoor gathering space featuring a gateway and performance stage. • Pitch Lounge: A space where aspiring entrepreneurs could present their ideas to investors, including world-class CEOs. • Digital Lounge: A dedicated space within the convention center that brought McDonald's digital presence to life.
The experience also incorporated a full kitchen, coffee lounge, and think-tank environment designed to encourage collaboration and the exchange of ideas.
Despite the complexity of coordinating multiple stakeholders and locations, the team successfully brought the three spaces to life. McDonald's was so pleased with the result that the brand invited us back to do it again the following year.