2023 McDonald's All American Games (McDAAG)

The McDonald’s All American Games (McDAAG) have been at the forefront of basketball culture for an impressive 46 years, illuminating the path of top-tier talent en route to professional stardom. However, in the face of ever-emerging platforms and the dynamic evolution of the sports industry, we recognized the pressing need to reclaim our position. It was up to us to reaffirm our standing as the unrivaled, premiere platform for showcasing the future legends of the sport–and this year, we achieved just that.
We've solidified McDAAG's position as the unparalleled destination for nurturing and celebrating the imminent stars of the game for years to come. Basketball culture is far more than a following or fandom, it shapes culture across fashion, music, art, entertainment and gaming, fueling the sport’s exponential growth and attracting billions of fans worldwide.
In 2023, our ambition surpassed generating temporary mentions and coverage. We transformed McDAAG from an annual event to a year-round movement, resonating deeply with multicultural youth and fostering brand affinity. The hype continued beyond the final buzzer, as we drove always-on brand awareness, engaging our diverse fans with a multifaceted approach, leaving no key moment untouched.
We dominated the city of Houston from February to March, unleashing 10 activations in collaboration with partners like UofH, Houston Rockets, local sneaker stores, and McDonald’s restaurants, captivating over 14k basketball enthusiasts. The impact generated 224k+ local earned media impressions and delivered over 3k unforgettable giveaways, all while achieving record-breaking ticket sales to the Games.
With a 70% increase YoY in earned media, we secured a total of 11.1k media and social placements, including prominent national cultural and lifestyle outlets. When GameDay hit, we sold out the Toyota Center and viewers at home eagerly tuned in, witnessing a 64% increase in viewership for the Boys Game on ESPN and a 36% increase for the Girls Game on ESPN2. The star-studded affair saw 70+ celebrities, alumni, and Houston tastemakers courtside, a 837% YoY growth in talent appearances.