McDonald’s developed #ViveTuJuego to reach Latino millennials during the World Cup

McDonald’s, partnering with BodenPR, developed the hashtag #ViveTuJuego (Live your game, in English) for the FIFA World Cup. The campaign was designed to reach the Latino millennials segment in the USA and gather soccer fans through digital experiences, music, and other strategies with the goal of having them take a plunge into the excitement of this sport. Results so far show over 70 million media impressions and over 11 million users reached on Twitter; besides world class coverage in the mass media. By releasing exciting contents in real time via @MeEncanta on Twitter, and traditional public relations efforts, the initiative celebrated remarkably and authentically one of the world’s most compelling sports events, keeping the cultural traces and traditions from their target market. Through @MeEncanta and #ViveTuJuego, the campaign has provided new and innovative contents, designed to highlight the patriotic pride during the tournament, besides adding flavor to online conversations. This includes animated videos on Vine, a bilingual party on Twitter, and even funny cartoons of influential Latinos. This way, #ViveTuJuego has reached over 27.5 million mentions on Twitter. Since for Latinos there are no musicless celebrations, McDonald’s also partnered with the Latin duo Periko and Jessi Leon to release the song Vive Tu Juego, a trilingual soccer hymn to foster passion amongst all the fans.