It's Your Birthday Party

Firm: Hermanoff Public Relations - Detroit
Client: McDonald's Michigan
Specialty Area: Event Management
Date: 11/07/2002


McDonald’s “It’s Your Birthday” Party

Gold Sabre Awards Entry
Won Best 100 US Programs Nationwide

Program Description
After extensive informal research in the Detroit Public School system, Hermanoff & Associates learned that 75 percent of the children in grades K – 3 do not understand what a birthday is. These children had never been to a party; never had a cake. After several discussions with Detroit Owner/Operators, McDonald’s decided to throw the biggest birthday party ever in the City of Detroit. More than 2,500 children and families participated. Entry forms were in all Detroit McDonald’s restaurants. A database and confirmation cards were sent to all who registered. The card was the participant’s ticket into the event. More than 40 volunteers from churches, businesses and other members of the community were responsible for registration and coordinating food and drinks. Entertainment included McDonald’s current and past Apollo winners: area kids who won the local talent contest. Ronald McDonald performed magic tricks and the Hamburglar was the official greeter. Partners joined forces from all over the Detroit community to make the party the biggest and best ever. They included:
• The Mayor’s office and Cobo Hall.
• Media: Radio stations KISS-FM, WDTJ, WQBH, The Detroit Free Press.
• Detroit Public Schools: Approximately 10 to 15 teachers volunteered their time to engage children in activities including art, science, math and physical education.
• Detroit Fire Department: A fire truck and a simulator demonstrated the importance of fire safety to children.
• Wayne County Sheriff’s Department: Officers set up a child identification area and provided Harleys for the kids to sit on and touch.
• Coca-Cola: Donated 10 bicycles and Fruitopia drinks.
• Toys R’ Us: Donated hundreds of toys.
• Disney: Donated 5,000 toys.
• Dannon: Donated bottled water for the event.
• UPS: Donated trucks to transport toys and food, plus sent volunteers.
• Sara Lee: Donated hundreds of cakes.
• Ann Arbor Hands-On Museum: Donated hundreds of toys.
• Face Painters: Beautiful designs for kids.
• McDonald’s Officials/Owner/Operators and their families.

McDonald’s has always believed in giving back to its communities, but this event really displayed how far the Owner/Operators are committed to make a difference in the lives of Detroit children. Children who attended said they had never experienced so much excitement before. The gifts were extremely well received. McDonald’s garnered support from the Mayor’s Office, the Detroit Public Schools and several other organizations that want to be a part of this great event in 2003. That day, one little boy said he smiled so much, his face hurt. We used this line on the front of our thank you cards to the community.

Description of the challenge or opportunity faced by the submitting company
There were many challenges including that fact that the venue in which this event took place was a union shop. Our team ran into many obstacles having many rules and regulations waived. Transporting hot food for such a large group of people was a challenge. Coordination of volunteers worked well because we had worked out so many logistical obstacles before the event.

An explanation of the strategic approach
We blanketed all of the Detroit elementary schools by coordinating with several key administrators as well as the Superintendent’s office that assisted in getting the word out to the children. We also began heavy radio coverage and live interviews to alert people about the event. John Mason, radio personality from KISS-FM ran a promo almost every day two weeks before the event.

Description of the campaign execution
Each team member was responsible for certain portions of the event. We held weekly meetings and stuck to a weekly timeline.

Summary of the results
The Detroit Public Schools Superintendent Kenneth Burnley attended the event, with some of the Detroit School Board members and City Council officials. Dr. Burnley spoke to the children and told numerous people that he hoped McDonald’s would do the event again the next year. He was very appreciative of the efforts on behalf of McDonald’s and said it made a difference in the lives of many children and their families. Representatives and the Mayor were very glad they attended and expressed that they would like to be part of next year’s activities. Restaurant sales increased sharply during the two weeks the entry forms were in the restaurants. Many owner/operators were interviewed daily by broadcast media, especially the week-long promo after the event from John Mason’s KISS-FM. He commended McDonald’s Owner/Operators and praised them for their community commitment. Print coverage was excellent.