I look like Anthony Michael Hall

Feeding the Passion for Fútbol

Turn Up the World Cup! National Online Sweepstakes

I led several Hispanic Consumer Marketing projects for McDonald’s, including the creation of their current Hispanic marketing platform, “Alimenta La Pasión” (Feed the Passion). This World Cup promotion serves as a good example of how to lead with ethnic insights to create a program that works for both Hispanic and general consumers.

The client, McDonald’s Hispanic Marketing Director, wanted an inexpensive promotional sweepstakes that would take full advantage McDonald’s global rights to the World Cup. It needed to appeal strongly to Hispanic consumers without alienating general consumers.

Our research indicated that, while Hispanic consumers are incredibly passionate about the World Cup, they didn’t find a trip to South Africa very motivating because it was just too impractical. So we focused instead on a home theater prize, because it would make watching the games at home more fun and exciting.

Feeding the Passion for Fútbol

Turn Up the World Cup! National Online Sweepstakes

Rather than choosing an English game name and simply translating it into Spanish, I worked closely with a terrific copywriter in Mexico to craft an authentically Hispanic name for the promotion first. It had to capture the excitement of the tournament, connect to our home theater prize, and inspire an equally hard-working English-language name. We came up with La Copa Mundial a la Todo Volumen! (The World Cup at Full Volume!) The general market title became “Turn Up The World Cup!”

The program exceeded preset benchmarks for participation, and the Hispanic Marketing Director was pleased to lead the McDonald’s only nationwide World Cup promotion.

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