McDonald’s All American High School Basketball Games

Challenge:

In February 2005, San Diego became host of the 2006 McDonald’s All American Games. NST led the marketing and communication efforts aimed at selling out the games and raising more than $400,000 to help Ronald McDonald House Charities of San Diego build a new facility to house families in medical crisis.

NST faced a challenge. In its 28-year history, the McDonald’s All American Games had never sold out and had never raised more than $400,000 for the local Ronald McDonald House Charities chapter in the host city.

NST coordinated a full-scale marketing campaign that included advertising, public relations, grassroots outreach, street team marketing, relationship building, contests and promotions, and media partnerships. Game week activities were covered extensively by print and broadcast media, ultimately securing the most credentialed media coverage in the games’ history with more than 200 placements. The McDonald’s game organizers who coordinate the event with new markets each year stated the 2006 San Diego Games were "the most well organized, well marketed and most successful in the history of the event."

Results:

For the first time in the Games’ history, both the Jam Fest and the All American Games were sold out.

The event raised $350,00 for the new Ronald McDonald House, just shy of the goal, but still more than any previous market had raised.