McDonald’s Ramps Up Latino Music Fest

CHICAGO–McDonald’s on Aug. 8 is slated to kick off a Latin music promotional sweepstakes offer that will mark the fast feeder’s first national Hispanic marketing effort. The company believes its program also marks the first national Hispanic cross-promotion from a fast-food chain, said Mario Flores, a McDonald’s rep. Partners include Disney, the Telemundo broadcast network and Latin American Web portal

The contest includes a private, invitation-only concert to be held Oct. 13 at Walt Disney World in Orlando, Fla., with various Latino artists, including the multi-platinum Elvis Crespo, MDO (formerly Menudo) and Luis Fonsi. Attendees will include 30 winners of the sweepstakes with four guests apiece. Telemundo will broadcast the concert on Oct. 27 while will stage a live Webcast and offer additional, related content.

McDonald’s plans to support the effort with TV, radio and print advertising. The contest will be touted in stores via tray liners, signage and specially designed 32-oz. soft-drink cups bearing images of the artists to be featured at the event. Two additional artists, Carmen Jara and Limite, are scheduled along with salsa dancers.

While the target market for the effort is a slightly higher audience of 18-35 year olds, it doesn’t rule out younger patrons or non-Hispanics, said Flores, since all are invited to participate.

The announcement follows last week’s promotion of McD’s senior communications manager Max Gallegos, Jr. to U.S. director of marketing for the Hispanic consumer market. Agency is del Rivero Messianu DDB, Coral Gables, Fla.

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