In order to reach Hispanic youth, we developed a communications & social media program across two Hispanic music platforms, Premios Juventud and the Latin GRAMMYs. The program included exclusive music experiences for influencers and consumers that put the product front and center.
At the McDonald’s Premios Juventud Summer Splash Party and Latin GRAMMYs Noche Latina After After Party, we offered music fans including press, influencers and consumers, exclusive experiences such as access to concerts and meet + greet moments with Hispanic artists Justin Quiles and Nicky Jam. To drive social buzz, we engaged music and dance influencers, as well as the Univision Creator Network, to co-create content that tied in our music experiences with timely product offerings at McDonald’s restaurants.
The social media campaign generated 6.5MM paid and 1.4MM owned impressions. Results included more than 135 earned placements and posts, generating 14.5MM impressions.