Every Hispanic Heritage Month, McDonald’s acknowledges Hispanic Americans’ heritage and celebrates the diversity within our country while recognizing the valuable role Hispanics play in shaping the nation's history and future.
Also, there‘s a long tradition among Hispanics to use murals as canvases for celebrating the culture, history, stories and identities of Latinos.
In 2023, the Albuquerque-El Paso McDonald’s Coop created a virtual experience where users could immerse themselves in the artistry of this street art by blending into custom murals inspired by the rich cultural tapestries of these two densely Hispanic-populated cities.
The Snapchat Lens allowed them to become a part of a striking mural inspired by Albuquerque's Downtown Arts & Cultural District and the vibrant borderland art scene ofEl Paso, where colorful artworks adorn the city's walls.
The campaign had 4.7MM impressions and reached 527K users, with 10K shares (.23%). Users loved it and spent an average of 6.54 seconds playing, a time that surpassed the QSR benchmark by .13 seconds.
