| Title | BBOYBATTLE.COM |
| Agency | Arnold Worldwide (DC) |
| Campaign | BBOYBATTLE.COM |
| Advertiser | McDonald's |
| Brand | McDonald's |
| Posted | October 2005 |
| Business Sector | Restaurants & Fast Food |
| Story | New website that lets users rock in the ultimate breakdancing competition in an effort to generate awareness and trial of McDonalds being open midnight or later, many open 24 hours. |
| Philosophy | Arnold created bboybattle.com in an effort to generate awareness and trial of McDonalds being open midnight or later, many open 24 hours. Within the game, you can pick a bboy or bgirl, do headspins, glides, airtracks, and several other dance moves. Players earn street cred based on their performance and can log their high score, search for a McDoanlds location and have fun over and over. The campaign includes fresh characters, tight beats, flash banners, emails, and a tell-a-friend component-all designed to generate buzz and enable visitors to spend time with the brand. |
| Problem | Communicate with young adults 18-24, a demographic spending increasingly more time online and less time in front of the TV, that McDonalds is open late. |
| Result | Over 30,000 total visits and counting; more than 1200 user names registered; half a million hits; 49% repeat visit rate; average of 7 minutes spent on side; nearly 1,000 shout outs sent from 630 people. |
| Media Type | Web Site |
| Market | United States |
| More Information | www.bboybattle.com |
| Copywriter | Don Corrigan |
| Creative Director | Jeff McWeeney |
| Copywriter | Elizabeth Phillips |
| Designer | Chris Davis |
| Account Manager | Pam Haberman |
| Account Manager | Laura Breines |
| Art Director | Jeff McWeeney |
| Chief Creative Officer | Ron Lawner |
| Executive Creative Director | Woody Kay |
| Vice President | Elizabeth Kelley |