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

Samba Digital led a bold activation in partnership with CazéTV and Bloco Brasil, mixing on-site engagement, digital buzz, influencer content, and live broadcast integrations. The operation included a physical presence in Rio’s Praia do Leme, fun and engaging interviews, influencer collabs, and real-time interaction during PSG vs Lille on CazéTV.

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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.