Can McDonald's Successfully Pull Off a SXSW Sponsorship?

Past efforts to reach millennials don't bode well for the brand


In its ongoing bid to win over millennials, McDonald's is making its first official debut at this year's South by Southwest Interactive. The fast food giant's activations have all the makings of a traditional festival sponsor—a food truck, an interactive lounge and a party—but if the brand's previous attempts are any indication, McDonald's is in for a challenge.

To make up for slumping sales the past year, McDonald's has tested mobile payments and introduced multiple new advertising campaigns meant to refresh its image, particularly with younger diners.

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