McDonald's

McDonald’s scores a TD with Bills fans.

CHALLENGE

Connect with Buffalo Bills superfans affectionately known as the “Bills Mafia.” Every game day, rain, shine, or blizzard, they cheer on the Bills with almost unhinged energy, every ounce of their hearts, and more than little body paint.

SOLUTION

Connect with local fans by fueling the Bills Mafia with meals and deals dedicated to the Buffalo Bills and the inspirational fans that make game day a spectacle to behold.

RESULTS

The work saw immediate news coverage and a lift in sales across the region. Fans created their own social posts. And local stores had to keep reordering customized bundle boxes as fast as they got them in. Now, boxes are even up for sale on eBay.