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McDonald’s, Walmart bond with Univision fans via customized social media content


McDonald’s, Walmart and T-Mobile made music celebrities more accessible during Univision's awards show by sponsoring an array of content customized for different social media platforms. 

The network took to Snapchat, Twitter, Instagram and Facebook Live to connect with fans who watched its Premio Lo Nuestro awards show last night. The brands sponsored native content appropriate for each individual platform, such as a Q&A on Twitter, Live Story for Snapchat, exclusive photos on Instagram and celebrity streams on Facebook Live. 

“Part of Univision’s efforts is to create an experience for our community they can engage with regardless of the platform they are in,” said Mark Lopez, executive vice president and general manager of Digital at Univision. “We have seen incredible numbers across Snapchat, YouTube including our content and those from our creators from the Univision Creator Network, in addition to Twitter, Facebook, Instagram and other social platforms. 

“As new platforms come to light, we want to ensure they can interact with their favorite celebrities and consume our content in many different ways,” he said. 

Sponsorships on social 
McDonald’s sponsored the awards show’s content on Twitter, such as video clips and GIFs of some of the eye-catching moments of the night including performance highlights and acceptance speeches.

Generic event footage prior to air 

Walmart featured popular urban singer Maluma in a series of videos on Facebook and Twitter, regarding his personal success story and his inspiration to those to live better.

The main sponsor of the event, T-Mobile, requested shout-outs to celebrate the important women in their lives including the hashtag #EllasMandan and tagging @TMobileLatino. 

Univision also produced a Snapchat Live Story featuring a variety of celebrities in attendance and behind the scenes. 

Twitter users were able to ask and receive answers from stars in various Q&As with multiple Univision personalities. Celebrities responded with video answers, while Univision also featured GIFs and other videos content on the social platform. 

On the red carpet, celebrities and fans were able to take pictures at the Twitter Mirror Selfie Station, which resembles a mirror but has the ability to take photos shared on social media. A live stream of the show was featured on a mobilized and desktop platform PremioLoNuestro.com.

Univision social marketing
The latest social media push is one of many Univision has leveraged to connect to fans for various events. For instance, it also offered fans of its telenovelas a unique experience via a mobile application which enabled users to interact with their favorite shows in real time (see more).

In July, Univision originally leveraged the personalization of Snapchat’s live stories in a new partnership to increase awareness for major events and promote a positive brand sentiment by letting fans take over the experience (see more).

“Our goal is to create an immersive fan-viewer-user experience, regardless of platform, that is unique across each channel and complementary to what we do on-air, and that can be integrated with our partners,” Mr. Lopez said. “Such is the case with the efforts we are executing with T-Mobile, Walmart and McDonald's.  

“You will see these experiences across our different channels, for example with the stories we have created on PremioLoNuestro’s Snapchat to the content we are pushing on our app Univision Conecta,” he said. 

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Brielle Jaekel is staff writer on Mobile Marketer and Mobile Commerce Daily, New York. Reach her at brielle@mobilemarketer.com.

Related content: Social networks, mobile marketing, mcdonalds, univision, walmart, tmobile, social media marketing, snapchat, twitter, facebook, instagram

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