B-Boy Royale

To promote the mission of Ronald McDonald House Charities (RMHC) and McDonald’s New York Tri-State’s local support, IW Group created “McDonald’s B-Boy Royale”, a breakdance tournament as charity fundraiser and awareness driver. It was imperative the program resonate with multicultural millennials in a way that was authentic, culturally relevant and New York-centric.


Tapping into a New York City subculture that appealed to urban, multicultural and millennial audiences, we created partnerships with local and national hip hop celebrities, influencers and brands, to engage target audiences through social media, and inspire user-generated content.

Eight leading dance crews from across the U.S. and Canada competed in head-to-head battles for a shot at $5,000 and the championship. There were also audience battles and music performances, with social media integration that let the audience interact by predicting winners, submitting questions and more. The event sold out and raised over $10,000 for Ronald McDonald House Charities with 35+ million media impressions at 100% positive coverage.