McDonald's: Riders

Sagrario Carrasco

McDonald's, a fast food chain, launched a campaign in Spain to connect with Gen Z through esport.

Campaign details

Brand: McDonald'sBrand owner: Mc Donald'sLead agency: OMD SPAIN, TBWACountry: SpainIndustries: Restaurants & takeawaysMedia channels: Content marketing, Merchandise & free gifts, Online display, Online video, Programmatic display, Social media, Sponsorship - sports, Websites & micrositesBudget: Up to 500k

Executive summary

The evolution of Esports has meant a great change in the world of digital entertainment. The development experienced in recent years in this environment has helped to dismantle the perceptions and prejudices that society had towards Esports, turning a space that was very niche into mainstream....

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