OAK BROOK, IL: McDonald’s is leveraging the 15th annual Latin Grammy Awards Thursday night to engage US Hispanic Millennials in real time through a digital effort called #SaboreaTuRitmo.
The initiative, which roughly translates to "Taste the Rhythm" in English, was created by McDonald’s and its Hispanic AOR, Boden PR, said Jenina Nuñez, US communications manager and head of Hispanic PR for McDonald’s USA. The fast-food giant hired Boden PR in April following a competitive review.
The campaign around the Latin Grammys is a way to amplify McDonald’s music platform, which is one of three channels it uses to connect with Hispanic consumers, Nuñez explained. The other two are through sports efforts, like the brand’s #ViveTuJuego campaign for the World Cup, and through educational activities, such as motivational speaking tours to high schools around the country.
For this effort, McDonald’s partnered with Latin music duo Mau y Ricky Montaner, sons of the famous Latin singer Ricardo Montaner, to co-create content for the @MeEncanta Twitter account and YouTube.
Natalie Boden, president and MD of the eponymous PR agency, said Hispanic Millennial consumers want to see brands investing and believing in them, so McDonald’s is bringing Mau and Ricky to the Grammys. Throughout the night, the young singers will post videos and photos of the event to their own social channels using the hashtag #SaboreaTuRitmo, which will help drive traffic to the @MeEncanta page, said Boden.
A team of McDonald’s and Boden staffers will also be on the ground during the show, posting real-time updates to Twitter.
Boden said engaging Hispanic Millennial fans in a bilingual fashion is key for its social media efforts because the demographic is active on social in English, Spanish, and "Spanglish" while watching TV shows.
In addition to posting live tweets, McDonald’s and the firm have an "arsenal" of predictive videos and photos ready for the show, added Boden. The brand will also use paid promotions on Twitter throughout the night.
An hour into the Grammys, President Barack Obama will address the nation about his plans to overhaul the US immigration system. Univision, the TV network airing the Latin Grammys, will postpone part of the awards show for the speech. Last year, Univision garnered at least 9.8 million viewers during the show.
When asked whether McDonald's will get involved with the President's speech on Twitter tonight, the brand said it will be focusing on the Grammys.