Industry
QSR
Challenge
Drive engagement and awareness while naturally integrating McDonald’s Spicy Chicken McNuggets® and the McDonald’s app.
Results
This campaign exceeded its guaranteed impressions goal by 5.1% and generated a 38.9% overall engagement rate.
Objectives
Awareness, Engagement
“MAX has been a very trusted and supportive partner of ours over the last two years. They create unique work that effectively reaches our audience and generates amazing results. They are very flexible and go the extra mile for their clients. We are so excited about the work we have achieved together!”
SET.Live
SET.Live turns live concerts into interactive digital environments, enabling mobile, audio, and visual brand touchpoints directly within the artist–fan experience.
The Challenge
McDonald’s came to MAX to help their Bay area co-op engage authentically with Hispanic Gen Z and Spanish-speaking audiences during Hispanic Heritage Month.
The goal was to drive engagement and awareness while naturally integrating McDonald’s Spicy Chicken McNuggets® and the McDonald’s app.
Objectives:
- Drive awareness for McDonald’s Chicken McNuggets® and ordering through the global McDonald’s ordering app.
- Drive engagement with Hispanic Gen Z audiences during Hispanic Heritage Month with culturally reflective and relevant content.
- Identify and partner with a culturally relevant artist who genuinely loves McDonald’s, performs well in the target markets.
The Solution
MAX identified Lupita Infante as an ideal partner to help McDonald’s connect with Hispanic Gen Z audiences in the Bay Area.
MAX created compelling social content with Lupita Infante focused on music, family, heritage, and culture in the Bay area with the goal of driving awareness and engagement for McDonald’s Chicken McNuggets® and the McDonald’s ordering app.
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In addition to having an audience that mirrors the campaign target, Lupita Infante resonates with audiences in the target markets and genuinely loves McDonald’s.
The campaign launch aligns with Hispanic Heritage Month, providing the perfect platform for McDonald’s to authentically connect with local communities.
The SET.Live Activation
Lupita Infante gave McDonald’s a shout-out during a live show, inviting the audience to go to McDonald's after the show to try her favorite food order at the drive-thru (Spicy Chicken McNuggets® with McDonald's Sweet & Sour Sauce).
Fans checked in using SET.Live for a chance to win one of three prizes, thanks to McDonald’s, that included a signed sombrero, exclusive merch, and gift cards.
Bonus Value
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By working with MAX, McDonald’s was able to partner with an artist who provided additional value outside of campaign requirements:
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The Results
The campaign exceeded its guaranteed impressions goal by 5.1% and generated a 38.9% overall engagement rate.
The Instagram organic post focused on Lupita Infante’s Hispanic heritage drove the most engagement. The video, which includes Lupita in Marichi apparel singing and talking about her connection to her family and their legacy in music, received 50% of reactions, ~45% of shares, and 66% of saves.
Lupita Infante proved to be the ideal artist partner for this campaign. The audience who directly follows and has previously engaged with the artist’s Facebook and Instagram produced the most engagement and contributed to nearly half of the overall reactions and shares.
This campaign resonated with the target market. Audiences with familial ties to Mexico and other Latin American countries and first generation Hispanic Americans contributed to the most outbound clicks on Facebook and the second most overall, displaying higher intent toward the brand.
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