McCafé At Home teamed up with Puerto Rican reggaeton artist Lunay on a campaign that shows how brands are increasingly looking to reach Hispanic and Latinx consumers through social media.
Coffee is a major part of Latinx culture. So, McDonald’s at-home coffee brand McCafé At Home worked with Lunay for the second year on a social media campaign to promote a sweepstakes tied to Hispanic Heritage Month. A sweepstakes gave away a trip, tickets to his performance in Miami, and meeting him backstage for a coffee.
Since launching in August, the campaign received more than 250 million impressions. A post announcing the sweepstakes accumulated 2.8 million video plays and reached 1.4 million accounts, according to McCafé At Home.
“With coffee not only a huge part of his life but relevant to his creative process in the studio making music, it only seemed fit to collaborate in anticipation of his next album release,” said Christine van den Broeck, senior director of McCafe At Home at Keurig Dr Pepper.
ADWEEK spoke with Lunay about his music and how he works with brands.
This conversation has been edited for clarity and brevity.
ADWEEK: What made you want to pursue a music career?
Lunay: Since I was little, music has been a big part of my life. Growing up in Puerto Rico, you’re surrounded by rhythm, by beats, by flow. It was something I always felt, but it wasn’t until I started freestyling and dropping songs I realized that this could be more.
The love I got from the people pushed me to take it seriously. Music became my way of expressing everything I was going through, and once I saw the connection it made with fans, I knew this is what I was meant to do.