Mad Mex needed to be seen as the coolest quick service restaurant among the youth demographic. They wanted to talk to new audiences through an experiential competition, activation, and campaign that was both meaningful and authentic.
The Mad for Mona skate jam saw 5000 pro and amateur skaters enjoy one of Sydney’s biggest skateboard competitions. Fans were able to rub shoulders with pro skaters, enjoy live graffiti demonstrations and sample Mad Mex’s fresh latino flavours.
Sales spiked on the Northern Beaches retailers with the Warringah Mall store enjoying a 34% increase in sales over the weekend of the competition.
Social media and online engagement also saw an increase with visits to the Mad Mex website up 12% following the campaign.