When McDonald’s wanted to find out if people would go for their new line of frozen and iced McCafe drinks, they went to the harshest proving ground possible - New York city in the middle of summer. To introduce the drinks and serve as de facto taste-tester, we enlisted the help of local comedian, Jermaine Folwer, who hosted a live stream, during which users could tweet at Jermaine in order to earn discounts and, of course, talk up their neighborhoods. Store traffic was incentivized through rewards earned via Four Square check-ins. Then, we turned up the heat with a contest, pitting boroughs against boroughs. For the McDonald’s location with the most check-ins over the course of the campaign, users earned not only free drinks, but a block party for their entire neighborhood. And when it comes to New York, it doesn’t get more summer than that.