McDonald’s Uses Hip Hop With Mix Results
McDonald's has cleverly paired its Dollar Menu with Dollar Van Demos - an online showcase of musicians, rappers and comedians performing inside a dollar van with real passengers. (Dollar vans work NY neighborhoods under-served by mass transit offering cheap transport.)
The history of main stream brands trying to co-opt a bit of musical hipness has a history of mixed results, and too-slick ads (watch the making of video below) could nullify most of the street connection that McDonald's is paying for. Does the McD's connection hurt Dollar Van Demos or the artists involved? Maybe, but as D.V.D. responded to one critic, "This advertisement has made it possible for our music video showcase to continue to bring undiscovered talent to the masses without the need of record labels and cable tv."
Watch a more typical Dollar Vans Demo session: