Ligue 1 McDonald’s
Ligue 1 McDonald’s, France’s premier football league, chose Snap Promote to boost fan engagement and brand visibility. Snapchat provided a scalable solution to drive discovery, attract new followers, and deepen fan interaction — especially around match moments.
“Snapchat was a key partner for Ligue 1 McDonald's, combining organic storytelling and paid amplification to reach and engage fans authentically. This campaign showcases how sports and media brands can scale, drive discovery, and deepen fan connections on Snapchat.”
- Antoine Grasland, Video Project Manager, LFP MEDIA
The Players Make All the Difference
Ligue 1 McDonald's identified Snapchat as the key platform for engaging Gen Z and Millennials, who thrive on immersive, short-form content. Snapchat's dynamic features make it the perfect space for sharing sports highlights and interactive storytelling with friends.
The primary campaign goal was to amplify visibility and engagement beyond traditional platforms. Ligue 1 McDonald's saw the intrinsic value of Snapchat’s unique engagement model, where sports fans actively share content with close friends. While organic content existed, there was a need for a scalable solution to drive discovery, attract new followers, and deepen fan interaction — especially around match moments.
A Multi-Faceted Playbook Melding Strategy with Creative Execution
Creative content did the heavy lifting in terms of excitement and engagement. Game highlights and archive footage showcased the best moments from matches and historic plays. Authentic storytelling delivered content in a natural, friend-to-friend style, resonating with Snapchat's organic feel. Tapping into viral moments and fan-driven conversations ensured cultural relevance. And top player moves and commentary added more flavor to the customer experience.
“Snapchat offers a variety of paid formats, both interactive and immersive, to amplify our content among a football-loving audience, highly engaged with Ligue 1. Return on ad spend on Snapchat is also very competitive, allowing us to reach a highly qualified audience, while keeping budgets under control.”
- Alexis Colas, User acquisition manager - LFP MEDIA
Behind the curtain, Ligue 1 McDonald's objective and bidding synergy locked arms to form a unified front on the business side. They set a goal of increasing discovery, engagement, and followers on their Public Profile, while amplifying Spotlight content and Public Stories for broader reach. Their Snap Promote strategy utilized paid amplification to boost organic content, ensuring it appeared in Stories and Spotlight surfaces. And their bid strategy focused on optimizing for maximum reach and engagement, targeting sports fans and entertainment-focused Snapchatters.
SCORE! What Winning with Snapchat Looks Like
The partnership and strategy worked wonders for Ligue 1 McDonald's. The campaign yielded impressive metrics over a 28-day period:
Gained 108K new followers.
Achieved 10.9 million views.
Reached 2.47 million unique viewers.
Garnered 200K profile views.
Snapchatters spent an average of 43 seconds on content.
A similar approach can work for your business as well. Innovative collaborations — aligning with well-known brands to amplify reach and credibility — are key. Same with authentic content: Crafting genuine relatable creative fosters deeper connections with your audience. Lastly, it’s all tied together with integrated strategies that combine organic efforts with paid promotions to maximize visibility and impact.