Jun 04, 2019
Velocity and BET Brand Solutions worked together to create a cross-platform McDonald’s campaign starring a menu of top talent.
Viacom stars have a message for you: It’s time to ditch the soggy waffles, stale doughnuts, and plastic-wrapped pastries for hot McDonald’s breakfast sandwiches and McCafé coffee.
This cross-platform campaign comes courtesy of Viacom’s branded content studio Velocity and BET Brand Solutions to reach breakfast lovers and breakfast skeptics through the power of Viacom talent and influencers.
Custom vignettes featuring high-profile network talent ran across BET, MTV, Comedy Central and VH1, as well as on OTT and social. The strategy hits on the growing importance of developing multi-platform solutions that incorporate video content, celebrities, products, and experiences to reach audiences wherever they are.
“We program to the platform. So, now that the attention of the consumer is fragmented, we need to be nimble in the way we tell stories and employ multiple tactics to create a successful campaign,” says Dario Spina, chief marketing officer of Velocity.
"Talent like Vincent Marcus for Comedy Central truly transcended through his content."
Talent manager at WhoSay
Rapper and star of BET’s Ladies Night Sandra “Pepa” Denton, The Daily Show’s Michael Kosta, The Hills’ Audrina Patridge, and RuPaul’s Drag Race contestant Shangela starred in the custom creatives.
“The messaging and timing of the McDonald’s breakfast campaign aligned perfectly with the Season 1 airings of Ladies Night on BET, so we were excited to secure Pepa as BET talent for this breakthrough co-promotion”, explains Michelle Garner, VP of Brand Solutions at BET.
WhoSay tapped into fan-favorites that seeded out custom content from their handles.
Talent included RuPaul’s Drag Race contestant Thorgy Thor, recurring guest judge on RuPaul’s Drag Race Ross Mathews, comedian and star of MTV’s Girl Code Carly Aquilino, YouTuber Christianee Porter, and impressionist Vincent Marcus.
"Working with Velocity is a great way to tap into many facets of marketing and creative solutions"
Viacom Velocity CMO
The team of creatives at BET and Velocity also employed experiential tactics in the development of the campaign.
Each week fans were prompted to use a channel-specific custom hashtag on social for a chance to win a custom “Morning Eggsentials Kit.”
The kits were packed with Viacom-branded breakfast-themed items and swag, as well as a McDonald’s “Be Our Guest” coupon for fans to pick up their own hot, fresh breakfast in-store.
Velocity partnered with Fooji, an on-demand delivery service, to distribute 2,000 kits during the campaign. Fans who participated also received one of 5,000 coupons.