- F1 as a platform to accelerate growth in Latin America
- Branding and sales integrated into the same activation
- Real-time emotion connected with immediate consumption
McDonald’s is looking to accelerate its business across South America.
With 2,520 restaurants in 21 countries across the continent, half of them in Brazil, the company plans to open 115 new stores.
As part of the global goal of reaching 50,000 restaurants, Latin America, especially Brazil, is a strategic territory.
In 2025 alone, more than USD 300 million was invested in the growth and modernisation of units.
Now, imagine you work in McDonald’s marketing team.
When supporting a team or country can be risky, events of this scale offer massive impact.
In 2024, Arcos Dorados, the largest independent franchisee of the American multinational, announced a regional partnership with Formula 1.
Focused on Latin America, the goal is to create more unforgettable moments with fans and consumers.
But paying the Formula 1 fee is not enough.
There are more than 35 sponsors competing for the attention of millions of fans around the world.
Standing out, adding value, strengthening the brand and increasing sales at the same time seems almost impossible.
McDonald’s managed to achieve all of that with a brilliant activation.
At the Interlagos Grand Prix, McDonald’s launched the new “The Golden Zone” campaign to transform race emotions into live offers.
✓ 2.7 million app downloads in one month
✓ +7% incremental digital sales in the app
✓ 688,000 users across the platforms
✓ 2.3 million active users during the races
Return does not come from the contract. It comes from execution.
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