McDonald’s Reimagines Fan Engagement at Interlagos Grand Prix with 'The Golden Zone'
McDonald’s, regional sponsor of Formula 1 Latin America, has launched an unprecedented mobile-first activation at the iconic Interlagos circuit in São Paulo, transforming the sport’s most electrifying moments into real-time purchasing opportunities.
Santiago Blanco, chief marketing and digital officer, Arcos Dorados said, “It’s all about fan engagement: Formula 1 fans today know that true excitement during a race comes from following the action turn after turn. These moments are where drivers win or lose. That insight unlocked a marketing idea that connects our two worlds: the thrill of the sport and the family experiences that McDonald’s turns into delicious moments."
Called 'The Golden Zone,' the activation marks McDonald’s first-ever in-app sponsorship integration at an F1 event. The initiative leverages the corner sections that fans love most to deliver real-time engagement. Whenever the race leader entered the Golden Zone, McDonald’s sent exclusive coupons directly to fans via its mobile app, turning race-day excitement into instant rewards.
It’s a new kind of location-based marketing: one that syncs live race action with instant product incentives, creating a powerful feedback loop between sport, technology, and commerce.
John Raúl Forero, president of DDB Colombia commented, “This campaign demonstrates the power of iconic storytelling in advertising, supported by a solid visual system and the opportunity to activate across multiple McDonald’s markets throughout the F1 season—connecting fans directly with a seamless digital experience and meaningful ecommerce moments.
The campaign extends beyond the track, integrating multiple touchpoints across digital out-of-home displays in São Paulo, influencer and streamer collaborations, on-track merchandise, and an immersive fan experience at the circuit.
McDonald’s will continue strengthening its partnership with Formula 1 as a regional sponsor, creating even more meaningful moments for McLovers, families, and fans of this incredible sport.
