Formula 1 fans rarely take their eyes off the track. Every turn, overtake and split-second decision can change the outcome of a race. But during a Grand Prix, McDonald’s gave fans another reason to watch every corner closely: some of them could unlock a special deal on their next meal. While the sport is known for its high-speed action, the brand saw an opportunity to connect with fans through something they were already doing: following the race closely, often with a phone in hand. Instead of relying only on traditional sponsorship visibility, McDonald’s wanted to make its presence part of the viewing experience itself.
As the regional partner of Formula 1 in Latin America, McDonald’s already had a connection with one of the region’s most followed sporting events. However, simply placing its logo around the circuit would not necessarily give fans a reason to interact with the brand. With more viewers using their phones as a second screen while watching live sports, McDonald’s and creative agency TBWA\Colombia looked for a way to turn that behaviour into an engaging experience. The team examined aerial views of all 24 Formula 1 circuits and noticed something unexpected: certain combinations of corners and curves resembled the shape of McDonald’s iconic Golden Arches. The familiar M appeared to be hiding in plain sight across the tracks, giving the brand a creative way to connect its identity with the sport.
This observation became the starting point for ‘The Golden Zone’, a campaign that transformed these sections of the circuits into opportunities for fans to collect rewards while watching the race. During each Grand Prix, fans could open the McDonald’s app and follow the action alongside their phones. Whenever the race leader entered one of the designated Golden Zones, an exclusive offer appeared in the app. The deal was available only for the few seconds it took the leading car to pass through that section of the track. Once the car left the zone, the offer disappeared. Different Golden Zones unlocked different promotions, giving fans multiple chances to collect rewards throughout the race. The limited availability added a sense of urgency, encouraging viewers to watch the corners closely and keep their app ready. A moment that might otherwise pass unnoticed could suddenly become an opportunity to grab a McDonald’s deal.
The experience first launched at the Interlagos circuit during the 2025 Brazilian Grand Prix in São Paulo. It later expanded across multiple Latin American markets and races, making the activation a recurring part of the Formula 1 viewing experience rather than a one-off sponsorship stunt. McDonald’s also took the idea beyond the app. Circuit-inspired visuals appeared across campaign materials, while digital outdoor placements and merchandise helped bring the Golden Zone concept into the wider race environment. Formula 1 streamers and influencers introduced the mechanic to their online communities, encouraging more fans to take part. These extensions helped the campaign reach people beyond those actively using the app, while keeping the distinctive connection between the race circuits and the Golden Arches at the centre of the communication.
The campaign brought together three familiar behaviours: watching Formula 1, using a phone as a second screen and looking for food deals through a brand’s app. Its appeal came from how naturally these activities fitted together. Fans did not have to leave the race or take part in an unrelated challenge. They simply had to follow the action and check the app when the leading car approached a Golden Zone. The live nature of the mechanic also made each offer feel connected to a specific moment in the race, rather than like another promotion waiting in an app. According to figures shared by the campaign, ‘The Golden Zone’ generated 2.7 million app downloads in one month and reached 2.3 million active users during races. McDonald’s also reported a 7% increase in daily app sales on race days.
For a brand competing for attention in a sport filled with sponsors, the campaign found a way to make its presence feel relevant to the experience itself. The Golden Arches did not need to interrupt the race or compete with the action for attention. Instead, they became part of how fans watched it. By turning familiar circuit layouts into a live promotional game, McDonald’s gave viewers another reason to stay engaged with every corner. A section of the track could become a brand interaction, a few seconds of racing could unlock an offer, and the excitement of Formula 1 could translate into a reward beyond the screen.
Watch the full campaign here.
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