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.
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
