CHALLENGE

The Big Cause is a TV series launched by McDonalds in partnership with Discovery to generate awareness about job opportunities for young employees in Latin America, by using a reality TV show showcasing renowned chefs to create a gourmet burger for the region.

 

How can we engage the audiences in McDonalds’ and Discovery’s digital ecosystem without interfering with the story and episodes being showcased in TV.

SOLUTION

We developed a multi-channel digital strategy and created a parallel serie showcasing “the new employee”, or the behind the scenes of the reality show, that could only be view in social media channels of McDonalds, Discovery Channel, TLC, H&H and Food Network.

RESULTS

With the creation of over 1,600 videos for the different digital channels of McDonalds, H&H, Food Network TLC, and Discovery Channel, we were able to complement the launch of the TV reality show, and make The Big Cause, Discovery’s highest rating show in 2019.

1,600

VIDEO FORMATS FOR 4 DIFFERENT
COUNTRIES, IN SPANISH AND PORTUGUESE:
MEXICO, ARGENTINA, COLOMBIA Y BRAZIL