Branded Content is the R&D of Spanish TV Stations. For them, but also for each brand betting on it, it still involves quite a high percentage of risk, as it’s not an established advertising format, yet, requiring an extra effort and courage around its investment. Even though, due to a consumer looking for new experiences, branded content is becoming one of the most favorite and impactful ways to satisfy the Spanish consumer hungry for new stories and contents while expecting brands to offer something more than just a product. At the same time, in relation with the recovering of the economic situation, TV stations are more than open to develop these kinds of contents, trying to reach a broader audience, especially through multi- or second screen experiences including gamification in real-time.

Top Chef is the most watched cooking show for professional chefs in Spain and since its first season it’s maintaining highest audience numbers during prime time. For McDonald’s it was the perfect place to gain credibility around quality and innovation while being closely connected to a user with the same interest and passion around food.

After the launch of the platform Grand McExtrem in April 2014, this campaign was meant to be a strategic evolution and amplification of the same, increasing brand awareness through innovation and reaching at least the same business results obtained after launch: 4% of sales should come from the new sandwich.

As the new #foodie sandwich, the results were outstanding for both client and category.

From 4% estimated sales, within the first 6 days, the sandwich’s sales were 2,5 times higher, reaching 10,1% of all products sold.

And still, after the 5th week, one in the beginning unplanned week of campaign, sales kept being at 6,5%. 2.5% higher than the initially marked and expected objective of the campaign.

Brand awareness increased 15% compared to the 4 previous weeks’ average. (Source: IMOP, January 2015. Compared to the 4 previous weeks’ average)

After the show, McDonald’s reached 74% brand recall with an 88% buying intention. (Source: McDonald’s)