McDonald’s integrated media campaign brings Latin GRAMMY experience in Tri-State area.

The Latin GRAMMY Awards show’s history-making debut in New York City is quickly approaching and the McDonald’s Restaurants of the New York Tri-State area have launched the New Snack Wrap campaign to leverage this event The multimedia effort consists of one :30 celebratory spot, two :15 promotional spots, print, radio and on-line sweepstakes The Latin GRAMMY Awards will take place on Nov. 2 at Madison Square Garden for the first time in its history and will be aired on the Univision Network at 8pm – 11pm (ET/PT).

The campaign’s operative theme is “McDonald’s Snack Wrap: Pure Inspiration.” Created by d expósito & partners, the campaign was conceived on a humorous marriage between McDonald’s latest product offering, the New Snack Wrap, and the musical lure of the Latin GRAMMY’s. The TV spots capture two young Hispanic consumers, each at a different McDonald’s, purchasing the New Snack Wrap, and suddenly being transposed to a Latin GRAMMY-style moment, while highlighting the portability of the product. “Speech,” in its :30 version, will run on the network broadcast of the show

“When it was confirmed that the Latin GRAMMY Awards would be held in New York City, we knew our [McDonald’s] client would want to be part of this event,” said Verónica Payán-González, managing partner and McDonald’s business account lead at d expósito & partners. “Our team acknowledged the opportunity to connect with Hispanic consumers through their passion for music, and their love for McDonald’s New Snack Wrap. It was a unique creative challenge and additionally, we were able to secure McDonald’s an official sponsorship of the 7th Annual Latin GRAMMY Awards,” adds Ms. Payán-González.

Print ads play off the idea of the New Snack Wrap as McDonald’s latest “star” product and the Latin GRAMMY connection to stardom. One print execution depicts the product in the spotlight on a regal-looking stage and the other shows the product waiting at an audition. Conceived to target bilingual Hispanics, the print ads are in English. The online sweepstakes provided New Yorkers a chance to be part of the excitement and the opportunity to win tickets to attend the Latin GRAMMYs. The campaign began running on October 16th and will continue through November 5, 2006 on Spanish language media outlets throughout the tri-state area.

The creative team at d expósito & partners behind the Latin GRAMMY campaign consists of Jorge Ulla – Partner/Creative Lead, Yehudit Mam – Creative Director/Copywriter and Pablo Villegas – Art Director.

In a brief period of time, this is the second instance in which d expósito & partners creates a McDonald’s campaign centered around a major event. For the 2006 World Cup tournament, in the months of June and July, the agency (formerly known as CMS Partners) featured a special FIFA World Cup Meal. The promotion consisted of a Premium Chicken Sandwich Extra Value Meal®, a free dulce de leche sundae, a World Cup themed collector’s cup with the purchase of a large meal and an EVM Frequency card. The promotion featured soccer-based humor on the original TV, radio and print creative executions and provided four New York Tri-State area school-age soccer fans and their parents the opportunity to attend the World Cup in Germany and the honor of escorting one of the world-class teams onto the field.

To view commercials CLICK below:

Snack Wrap Singer: https://hispanicad.combanners2/uploadfiles/SnackWrapSinger.mpg

Snack Wrap Speech:https://hispanicad.combanners2/uploadfiles/SnackWrapSpeech.mpg