Golden Arch Café​

The Golden Arch Café campaign was a collaborative effort between McDonald’s and ABS-CBN to increase brand engagement, drive product awareness, and support diversity, equity, and inclusion goals. This partnership utilized ABS-CBN's media channels, including MYX and TFC, to create a weekly music program celebrating Filipino and Pan Asian talent while showcasing McDonald’s products.

The core challenge was engaging multicultural Gen Z audiences while supporting ABS-CBN's growth in the US market. Through deep consumer insights, the team crafted a music program resonating with both brands' values. The show aired on MYX and TFC, featuring young artists performing original music in a café setting, providing a platform for Asian American talents while enjoying McDonald’s products.

Key to the campaign's success was its seamless brand integration, ensuring authenticity and relevance. From product placements to creative integrations, McDonald’s products were showcased effectively, enhancing the entertainment experience. The café setting allowed audiences to connect with the talents in a relaxed atmosphere, making the products a natural part of the viewing experience.

The campaign generated over 2.2 million impressions and achieved a 0.44% ad click-through rate, significantly surpassing the campaign average. It also boosted engagement with MYX, growing the channel's audience and strengthening its market position. This growth was pivotal for ABS-CBN's US expansion, demonstrating the campaign’s dual impact on brand and media partners.

Beyond metrics, the campaign generated positive community feedback, celebrated Asian American talent, empowered rising artists, and highlighted McDonald’s commitment to diversity and inclusion. It also underscored the importance of cultural representation in mainstream media, resonating deeply with the target audience and fostering pride and community.

In conclusion, the Golden Arch Café campaign exemplifies the best use of brand content and entertainment, delivering exceptional results and lasting impact on both brands and the media partner. The strategic partnership and innovative storytelling achieved business objectives and contributed to broader social goals, making it a standout example of effective and meaningful marketing.