“Más All Day Breakfast, Más Acceso” with McDonald’s USA at the 17th Annual Latin GRAMMYs

Objective:

  • Leverage McDonald’s sponsorship of the 17th Annual Latin GRAMMY Awards and build advocacy from key U.S Hispanic segments for the All Day Breakfast More Choices Menu

Strategy:

  • Boden leveraged Hispanics’ music passion point to create brand advocacy for All Day Breakfast by launching a PR and Social Media campaign titled “Más All Day Breakfast, Más Acceso,” that brought Hispanic audiences more of what they love (more breakfast, more music and more exclusive access to their favorite artists) throughout the Latin GRAMMYs.
  • Pre-GRAMMYs: The brand partnered with Latin GRAMMY-winning artists Jesse & Joy to produce social content that provided consumers with more access into their lives as artists and siblings, in alignment with McDonald’s positioning of delivering on “more” with its All Day Breakfast More Menu Choices. This content came to life in the form of:
    • The brand’s first-ever Spanish-language Facebook Live
    • Short-form social videos that asked the duo fun, light questions
    • A Spanish-language, contextually relevant canvas unit that provided a behind-the-scenes look at the production day with the artists
  • During the Latin GRAMMYs: Our HCM Brand Newsroom led the brand’s share of voice on Twitter and monitored the collective social conversation around the event to discover opportunities for relevant real-time engagement. The approach included:
    • Social listening to identify key moments for real-time content and consumer engagements
    • Twitter conversational ads to drive conversation around the All Day Breakfast products
    • Targeted Twitter Moment to dynamically tell the Más All Day Breakfast, Más Acceso story
  • At the McDonald’s After Party: The brand hosted the Viva All Day Breakfast Bash, which featured performances by DJ Alex Sensation and pop-rock artist Juanes and brought All Day Breakfast directly to Las Vegas with the brand’s mobile restaurant. The brand connected with consumers onsite, and through traditional and social media by:
    • Partnering with Juanes and Alex Sensation to share social content on the celebrities’ and brand platforms
    • Sponsoring a Snapchat On-Demand Geofilter during the after party
    • Leveraging Getty images for media outreach and a Facebook album

Results:

  • Successfully executed several firsts for the brand, including the first ever Spanish-language, long-format Facebook Live, the first targeted Twitter Moment and the first Twitter Conversational Ads
  • +137 million social and traditional media impressions, 3x higher than the event benchmark of 45 million and marking a 37.9% increase from 2015
  • More than 4 million engagements with an average engagement rate of 3.02%
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