365 Black Awards

365 Black Awards

The Situation

McDonald’s has been engaging the African American consumer since 1972. The 365Black pillar is an evolution of this effort and is designed to recognize the achievements and contributions of African Americans 365 days a year.

The Challenge

Launched in 2003 as the signature program of 365Black, McDonald’s 365Black Awards honors prominent African Americans for their achievements and contributions, celebrating their values and aptitude for reciprocity, optimism, image and cultural pride. But after 11 years—though the 365Back Awards has maintained great relevancy—it has nonetheless suffered from a lack of awareness.



The Solution

WI has expanded the current 365Black Awards into an aggressive marketing platform that elevates McDonald’s position of being “Deeply Rooted” 365 days a year. This platform was designed to:

  • Dramatically raise awareness and involvement in McDonald’s celebration of African American culture and achievement
  • Inspire a movement of “giving back” in the African American community
  • Develop the Community Choice Youth Award, which encouraged consumers to nominate young people ages 12-18, who are making major contributions to their communities and the culture at-large

The program was divided into three phases:

  • Phase 1 focused on leveraging McDonald’s existing relationships, partnerships and events to generate awareness and excitement about and engagement in the Community Choice Youth award and the 365Black Awards program
  • Phase 2 focused on the 365Black Awards Live event that was taped for broadcast
  • Phase 3 focused on generating awareness and promoting the broadcast that aired on BET

The Results

The campaign delivered outstanding results:

  • The Community Choice Youth Award program resulted in over 382 Million in contributions
  • The 2014 365Black Awards broadcast ratings increased by 46% vs 2013
  • 6 Billion news impressions—a 279% increase in traditional media impressions
  • 72MM social media impressions—a 148% increase over the previous year
  • Program generated a total of 1.7 Billion impressions
  • National and Local PR buzz before, during and after the broadcast on AP,,, ABC News, Mommynoire, Tom Joyner Morning Show, News One with Roland Martin, Huff Post Black Voices and many more outlets.


365Black Awards effectively delivers on McDonald’s promise of being deeply rooted in the community. The highly successful integrated campaign reached millions of consumers with inspiring examples of giving. The program serves as a foundation for a long term strategy to enhance McDonald’s relationship and relevance within the African American community.