Tu Ciudad, Tu Music
Make the BK mantra, “Have it Your Way” resonate with Hispanic consumers.
We know that music plays an important role in the lives of Hispanics and that their musical tastes are as diverse as their communities. BK Tu Ciudad, Tu Músic (Your City, Your Music) was a grassroots music showcase held in conjunction with major Hispanic festivals. It featured emerging local Hispanic artists selected through fan voting, allowing consumers to “A Tu Manera” – Have it Your Way. We created a deeper level of engagement at the events by deploying a BK mobile kitchen for sampling and brand activity zones. Consumers were encouraged to vote for their favorite band, via interactive listening stations, on a dedicated microsite and Facebook.