How McDonald’s Uses a Former Superhero to Raise Awareness and Sales of Its Dollar Menu

Emotional 6 Pack: The scene outside a Houston McDonald’s last month during a takeover by Hispanic TV character El Chapulin Colorado. McDonald’s hopes its campaign will forge a personal and emotional tie with Hispanics of all ages.
Source: McDonald’s/Boden

We often examine PR campaigns once they're over as subjects for case studies. This time we take a slightly different route, looking at how a McDonald's constructs a campaign whose goal is to attract the Hispanic market to its new Dollar Menu.