In Italy, Branded Entertainment is continually expanding. A growing number of Companies are using this strategy of communication.

We engaged fans on our Facebook page through content and ads, and we addressed them to the App store. Then on a dedicated landing page they could find info about the app and its related activities. Moreover, we uploaded all users’ tracks on “McDonald’s Italia” Instagram profile as video content. That created a spontaneous word of mouth through our followers and helped us spread the campaign.

The app worked surprisingly well:

More than 200.000 dowloads in one month, more than 50.000 tracks created by users.

All with a small amount of paid media.

Most importantly, Millennials’ target has been extremely reactive to the campaign:

7.500.000 social impressions by Millennials;

+50% engagement on “McDonald’s Italia” social channels by Millennials.