The Narrative Group, a lifestyle communications agency, stays on top of cultural trends and movements (and, in some cases, predicts them before they catch on). They know how to maximize those trends across influencer networks, media relations and other sectors. For an annual party supporting the McDonald’s all-day breakfast menu, the group staged a Coachella event at popular night spot Bootsy Bellows. Invited guests got to do more than eat a McDonald’s breakfast: They jumped into a ball pit (and got GIFs of themselves to share on their social channels), recorded 30-second clips in a karaoke booth and rubbed shoulders with celebrity attendees. The party earned more impressions than any other McDonald’s marketing initiative that year, and the all-day breakfast message was pulled through in coverage of the event.