#LovinTuMusica – 2015 Latin GRAMMY Awards

Objective:

  • Drive positive awareness of McDonald’s Latin GRAMMY Acoustic Sessions & Latin GRAMMY Awards sponsorships
  • Increase positive perceptions of McDonald's commitment to Latin music and the Hispanic community
  • Build brand affinity and relevance with key consumer segments – Hispanic Millennials 18-34
  • Authentically link the All Day Breakfast menu with the celebration and passion of the biggest night in Latin music

Strategy:

  • Merged the high energy and passion for Latin music with the All Day Breakfast messaging. Used key influencers to connect the U.S. Hispanic Millennial audience via traditional PR and social media during the Latin GRAMMY Awards

Results:

  • With #LovinTuMusica, McDonald’s became the first brand to run an in-language Promoted Trend in the U.S., and the first QSR to run a Hispanic-focused Promoted Trend
  • The Promoted Trend received 63 million impressions, outperforming Twitter’s Promoted Trend benchmark of 60 million impressions with a positive sentiment of 63%
  • Traditional media coverage has garnered more than 3.6 million earned impressions with coverage appearing in outlets such as AP en Español, Yahoo en Español, Terra.com, and MSN Latino
  • Partnered with top-tier Hispanic social influencers and artists throughout the campaign to create culturally-relevant content and highlight the brand's sponsorship of the Latin GRAMMY Awards
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