McDonald’s B-Boy Royale
Experiential, Buzz Marketing/PR
Breakdancing is Culture

With corporate social responsibility becoming an increasingly key factor in brand perception among Millennials, McDonald’s New York Tri-State needed to create a new and relevant way to promote the work and mission of Ronald McDonald House Charities (RMHC) in the New York Tri-State Area.

Research has shown that conveying CSR efforts through traditional advertising and marketing simply does not work with Millennials. They want authentic and shareable experiences that celebrate culture. 

We were challenged to create a multicultural program that could engage our audience while building awareness of the work and mission of RMHC. 

The Funk Phenomena

We identified a youth phenomenon and subculture that transcended cultures and generations and established the McDonald’s B-Boy Royale, a charity breakdance tournament featuring dance battles, musical performances and extensive real-time social media integration, benefitting RMHC.  With New York City being the birthplace of the dance form, there were intrinsic ties to local communities. 


The first event in 2013 received unanimously positive response from the public, the hip hop and breakdance community as well as local media; including a positive review from the New York Times that went viral. The unprecedented success of the program has led to McDonald’s B-Boy Royale becoming the largest annual breakdance tournament in New York City and a fundraiser for RMHC.


• Sold out event

• Raised over $10,000 for Ronald McDonald House Charities

• 100+ million media impressions with 100% positive sentiment

• 20+ million social media impressions


By tapping into Millennial culture and celebrating NYC’s hip hop roots, we created a summer tentpole event that’s become an annual signature production. McDonald’s B-Boy Royale has also effectively contributed to renewed interest in breakdancing and is now regarded a major tournament in the world of breakdancing.