The Golden Zone: McDonald’s app offers followed the Formula 1 race leader

McDonald’s gave Formula 1 fans a few seconds to catch an offer. When the race leader entered a selected section of the circuit, a promotion appeared in the McDonald’s app. The opportunity lasted for the time it took the driver to pass through it.

The Golden Zone connected those moments with a detail in the track layouts. The team examined all 24 circuits and identified sections whose curves resembled the Golden Arches. These became the zones that triggered the offers.

Launched at Interlagos in São Paulo in 2025, the campaign expanded across Latin American markets. Fans could follow the race with the app open, watching for the next chance to collect a reward.

The Golden Arches supplied a place on the circuit

McDonald’s became a regional Formula 1 partner in Latin America in March 2024 through an agreement with Arcos Dorados, its operator in the region. The partnership included digital activations, restaurant experiences and virtual trackside signage shown in Latin American broadcasts.

The Golden Zone gave that relationship a specific action during the race. A section of track became the connection between the McDonald’s identity and the movement of the cars.

The circuit shapes also supplied a visual system for the campaign. Each location could have its own version of the arches, drawn from the bends in its track. That kept the idea recognisable as the racing calendar moved between venues.

Interlagos brought the concept into a live setting. The same corners fans followed for the racing action became moments to watch for an app offer.

Every lap brought another chance to catch a deal

The race leader determined when each offer appeared. Fans needed to anticipate the car’s arrival in the Golden Zone and respond during the brief window.

Each lap brought a different offer, giving viewers further opportunities to collect rewards throughout the race. The repeated passage through the circuit created a rhythm for participation.

The app experience also required coordination across markets. Products and prices varied by country, so the team prepared local coupons and managed the activity from a dedicated operations room for each race.

Formula 1 streamers encouraged audiences to play along. Their involvement brought the offer into the conversations fans were already following while watching the action.

The activation extended into digital outdoor displays in São Paulo, merchandise and an immersive fan experience at the circuit. These gave the track-based idea a presence beyond the app.

A regional sponsorship became part of race-day behaviour

The Golden Zone gave fans a reason to keep returning to the McDonald’s app during a Grand Prix. The timing came from the race itself, and the changing offers made successive laps relevant to the promotion.

Its regional reach also meant the experience could travel with the championship. Fans in participating Latin American markets could join the activation while following races held elsewhere.

The campaign won one Silver and two Bronze Lions at Cannes in 2026. Its central invitation remained tied to a precise event on the track. Watch the leader approach the Golden Zone, then catch the offer before the car leaves it.

Credits

The Golden Zone (2025 to 2026). McDonald’s / Arcos Dorados, Latin America. Agencies credited: TBWA Colombia and DDB Colombia, Bogotá. President and Chief Creative Officer: John Raúl Forero. CEO: Xavier Serrano. Creative Directors: Antonio Lopez and Diego Tamayo Aucique. Head of Art: Javier Soler. Copywriter: José Guillermo Rojas Casas. Account Executive: Dani Rojas. Brand and Business Lead: Juli Corrales. Arcos Dorados Chief Marketing and Digital Officer: Santiago Blanco. Sponsorship partner: Formula 1. Awards: one Silver and two Bronze Lions, Cannes Lions 2026.