McDonald’s is always looking for ways to support the community. Deyaa Marketing launched a takeover weekend for the Golden Arches in celebration of Black Excellence at the LA County Fair, where McDonald’s was the presenting partner in a partnership with CEEM.
The Los Angeles County Fair is an annual county fair. It was first held on October 17, 1922, and ran for five days through October 21, 1922, in a former beet field in Pomona, California. Highlights of the Fair’s first year were harness racing, chariot races and an airplane wing-walking exhibition. The fair is one of the largest county fairs in the U.S. Fair attendance has topped one million people in every year but one since 1948, and is the 4th largest fair in the United States.
Deyaa Marketing took a 360 approach to the weekend. We staged a takeover during the three days showcasing various artists and influencers, bringing the Black and Positively Golden campaign to life.
To secure awareness of this sponsorship, we brought over 30 acts and entertainers, including Major, Candace Boyd, and local dance groups. We also organized a sponsored panel called Black in Entertainment, bringing Emmy Award winner Vanessa Kelly and actor Allen Maldonado. Celebrities that also took the stage, King Bach, Destorm, and Liane V.
The campaign garnered 10 million impressions on social media, and over 200,000 people attended the event over the three-day event.