The Sleepover Party
Big Brother Brasil is one of the most watched TV shows in the country. As part of our sponsorship plan, we had to do something that could catch the audience’s eye and detach McDonald’s from the other sponsor brands activations on the show.
So we decided to take their default night party to a new level. We turned it into a 360º campaign that went beyond the party itself, and people’s reactions to it flooded social media.
This time, drinks were not the party heroes, and we had a in site kitchen operation to serve the Brothers all night long.
During the broadcast, we had delivery apps promos (that crashed due to the number of accesses) with special combos with the pajamas people saw on TV, that became instant desired fashion items.
The day after, our Sleepover Party was all over the media, having being defined as “the most effective merchandising activation ever”.
Agency: DPZ&T
CCO: Rafael Urenha
ECD: Carlos Schleder, Rafael Ziggy, Sérgio Mugnaini
CD: Raphael Quatrocci
Content Supervisor: Thaís Lapastini
AD: Bernardo Silveira
CW: Marcelo Carvalho
"The most effective merchandise activation in history."
Appetite for Merchandising.
McDonald’s promotes sleepover party on Big Brother Brasil and breaks records on Twitter, sells party clothes and increases in 80% searches for menu items.
“Big Brother Brazil crashed iFood (delivery app) due to McDonald’s ad. But remember, TV is dead, lost it’s influence. Poor thing…”
McDonald’s breaks new records after BBB party; clothes are for sale. After important results, McDonald’s starts to sell BBB paty pajamas in the Méqui Box, such as socks pairs and t-shirts.
During the activation, there were huge peaks of Google searches for Méqui and McDonald’s.
McDonald’s party at Big Brother Brasil: the reality’s biggest merchandise?