CASE STUDY

From Pins to Press: Big Fun Makes a Big Debut in Fuquay-Varina

A buzz-building PR launch puts McWally’s grand opening and hiring efforts front and center across the Triangle

Challenge

McWally’s, a 42,000-square-foot entertainment destination in Fuquay-Varina, set out to make a bold entrance into the Triangle market with its highly anticipated grand opening. Designed as an all-in-one destination for families, young professionals and groups, the venue offers a dynamic mix of attractions, including 20 bowling lanes, a 5,000-square-foot laser tag arena and the world’s first mixed-reality playground. Beyond driving foot traffic, McWally’s also aimed to position itself as a community-focused business and a significant local employer. 

Largemouth executed a strategic PR campaign to build buzz, secure high-impact media coverage and position McWally’s as a premier entertainment destination in North Carolina. The campaign centerpiece was a VIP ribbon-cutting attended by the mayor, community leaders and media. 

Leading up to and throughout the opening weekend, lifestyle, business and broadcast outlets covered the festivities and highlighted McWally’s hiring initiative, which brought more than 100 new jobs to the town.  

Strategic influencer outreach extended momentum by engaging lifestyle, family and adventure-focused content creators, generating authentic social content that showcased McWally’s diverse attractions and restaurant offerings.  

Ideas

Largemouth partnered closely with the McWally’s team to craft a strategy that would resonate with both local audiences and regional media. The approach blended experiential storytelling, community engagement and timely news angles to spark attention across earned and social channels – highlighting the vision of McWally’s owner, a long-time Fuquay-Varina resident and dentist, whose deep roots and love for the community shaped the venue’s debut. 

At the center of the campaign was a VIP ribbon-cutting event designed to generate excitement for the venue’s grand opening. By securing attendance from seven local elected officials and community leaders and three high-profile media outlets, Largemouth helped frame the grand opening as a milestone moment for Fuquay-Varina.  

In parallel, Largemouth executed a targeted media outreach strategy that highlighted both the entertainment value of the venue and its broader economic impact. By pitching McWally’s significant hiring push to business and broadcast outlets, the team expanded the story beyond fun and games, positioning the business as a major employer investing in the local community. 

Post-grand opening influencer collaborations sustained the campaign’s momentum while visually bringing the McWally’s experience to life. Largemouth partnered with three content creators across lifestyle, family and adventure-focused verticals, each offering a firsthand look at the venue. Their authentic, immersive content helped local families and potential guests understand what a visit to McWally’s truly feels like, showcasing the energy, attractions and atmosphere in a way that extends beyond what traditional press coverage can convey. 

Through a strategic mix of event-driven storytelling, influencer engagement and purposeful media outreach, Largemouth helped McWally’s open its doors with momentum – driving awareness, excitement and strong community buy-in across the Triangle. 

Impact

Largemouth’s campaign generated more than 13.9 million media impressions, elevating awareness of McWally’s grand opening and positioning the venue as a premier entertainment destination in Fuquay-Varina and across the Triangle. 

Earned media outreach resulted in more than 22 total placements, including six broadcast features and four one- to four-page profiles in print magazines. Coverage encompasses top-tier local, lifestyle and business outlets such as The News & Observer, Main & Broad, Cary Magazine, CBS 17 and Triangle Business Journal – and even gained attention from trade outlets like BCM Magazine.  

Influencer collaborations, combined with social highlights from media outlets and dignitary shares, drove engagement across digital platforms, producing more than 21 unique social media updates and generating 274,000 views across an audience of over 403,000 residents. This content showcased McWally’s immersive attractions, extending reach well beyond opening weekend. 

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