Objective:

• Leverage McDonald’s 2014 FIFA World Cup sponsorship to build brand affinity with U.S. Hispanic Millennials

Strategy:

• Created “Vive Tu Juego,” a World Cup campaign incorporating traditional PR, influencer marketing, and social media content reflecting the passions and interests of U.S. Hispanic Millennials during key sponsorship/campaign moments (i.e. Player Escort Program, real-time game content, Periko & Jessi León) of World Cup

Results:

• More than 56 placements, generating over 72 million earned media impressions
• Top-tier coverage appeared on Univision’s Despierta America and Primer Impacto, Telemundo’s Acceso Total, Yahoo en Español, Siempre Mujer, among others
• Generated 63.9 million impressions through the @MeEncanta Twitter handle