Ligue 1 : Carnaval in Rio 2025

Assignment

To celebrate the 2025 Rio Carnival, Ligue 1 aimed to boost its brand awareness and cultural relevance in Brazil by tapping into the festive, high-energy spirit of one of the world’s biggest street celebrations. The goal: establish Ligue 1 McDonald’s as a culturally connected brand by combining football, humor, entertainment, and local flavor.

Approach

Results

• 9.8 million views and 306K+ interactions across Samba Digital’s content, with an engagement rate above 3%.
• Ronaldinho look-alike teaser: 400K views
• Post connecting Ligue 1 players with Brazilian clubs (Depay, Lucas Moura, Neymar): 969K views / 116K likes
• Over 1 million total views on the two Ligue 1 matches aired by CazéTV during the activation.

Samba Digital delivered a vibrant, culturally immersive campaign that placed Ligue 1 at the heart of Brazilian celebration. By mixing humor, football, local icons, and high-quality content, this activation successfully positioned Ligue 1 as a fun, global league that truly connects with fans beyond borders.

Ligue 1 McDonald’s e Carnaval no Rio deu match! 😍🇧🇷

Até a próxima! 🎉 pic.twitter.com/uzvannTsln

— Ligue 1 Português (@Ligue1_POR) March 15, 2025