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.

Taking talent to the next level.

The campaign also leveraged Velocity's recently-integrated social agency, WhoSay, to match talent with message and platform made for a successful campaign.

"Talent like Vincent Marcus for Comedy Central truly transcended through his content."

Daion Morton

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.

“When selecting talent I looked for influencers with high engagement, the ability to produce quality content and those that would truly resonate with each network,” says Daion Morton, talent manager at WhoSay.

“Talent like Vincent Marcus for Comedy Central, a true content creator whose ability to take our creative treatment and make it his own, truly transcended through his content. He adapted to McDonald’s direction seamlessly and over delivered for this activation.”

View the creative spots below:  

In her creative spot, Pepa shares how a good breakfast is essential to maintaining her energy level throughout her concert tour.

 

Christianee Porter wants to keep talking about breakfast and its benefits in her creative spot.

 

Michael Kosta has breaking news for The Daily Show viewers, and it’s that the best breakfast is a McDonald’s breakfast.

 

 

Vincent Marcus also shared the news about the most important meal of the day on his Instagram account.

 

Audrina Patridge urges viewers to opt for a hearty and healthy morning meal complete with a McCafe coffee, as opposed to honey buns and donuts.

 

Carly Aquilino tells her followers to wake up breakfast with McDonald's.

 

Shangela reminds VH1 viewers that they can get more out of their breakfast with McDonald’s.

 

Ross Mathews shared his love of McDonald's breakfast sandwiches on Instagram.

 

Calling all queens! Thorgy Thor has an announcement, and it's that a McDonald's sausage sandwich and coffee is the way to start the day off right.

 

Enhancing experiential marketing tactics.

"Working with Velocity is a great way to tap into many facets of marketing and creative solutions"

Dario Spina

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.

“Working with Velocity is a great way to tap into many facets of marketing and creative solutions like unparalleled connection to IP and talent, customer content creation, social programming and influencer amplification,” says Spina.

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