At the legendary Interlagos circuit in São Paulo, McDonald’s has taken fan engagement to a whole new level with an innovative, mobile-first Formula 1 activation. In partnership with DDB Colombia, the fast-food giant launched “The Golden Zone,” a groundbreaking experience that turned the most thrilling race moments into instant digital offers for fans.
As the regional sponsor of Formula 1 in Latin America, McDonald’s designed this campaign to merge the speed and passion of F1 with the joy of its iconic brand experience. “It’s all about fan engagement,” explained Santiago Blanco, Chief Marketing and Digital Officer at Arcos Dorados, the world’s largest McDonald’s franchisee. “Formula 1 fans today know that true excitement comes turn after turn. These moments — where drivers win or lose — inspired us to connect the adrenaline of racing with the delicious moments McDonald’s creates for families.”
Turning speed into instant satisfaction
The concept behind The Golden Zone was simple but revolutionary. Every time the race leader entered the designated “Golden Zone” — the track’s most exciting corner section — McDonald’s triggered exclusive coupons via its mobile app, rewarding fans in real time. Whether spectators were trackside or watching from home, they received instant digital offers, creating a seamless connection between sport, technology, and e-commerce.
This marked the first-ever in-app sponsorship integration for McDonald’s at an F1 event. It transformed high-speed competition into a location-based marketing experience, turning live race data into direct consumer engagement.
A multisensory campaign beyond the racetrack
The activation extended far beyond the Interlagos circuit. McDonald’s brought the campaign to life through digital out-of-home displays across São Paulo, influencer partnerships, on-track merchandise, and a series of immersive fan zones at the event.
“This campaign demonstrates the power of iconic storytelling in advertising,” said John Raúl Forero, President of DDB Colombia. “It connects fans emotionally and digitally, across multiple McDonald’s markets, delivering a seamless experience where excitement and technology meet commerce.”
By turning thrilling sporting moments into moments of connection — and reward — McDonald’s has reinforced its reputation as one of the most creative global sponsors in sport. The brand plans to expand the Golden Zone activation to future F1 events across Latin America, continuing to fuse digital innovation, entertainment, and community for McLovers and racing enthusiasts alike.
