McDonald’s Tries to Tap “La Pasion Latina” with Interactive Features

McDonald’s, as ever seeking to connect with its growing Latino customer base, has introduced a number of interactive features to its website,

One of the more trivial features is an image of a heart with a banner hung across it reading “Mi lado Latino”—or “My Latino Side.” Around the periphery of the heart are various objects that one can place inside the heart to show what is important to him/her.  These include a pineapple, a flamingo, a sombrero and a jalapeno, among other things. Wow, right?

If that’s not enough to get the old Latino pride stirring, there’s a section called “Eso Me Apasiona”—or “This is what I’m Passionate about” that breaks down Latino interests into sports, music and cultural identity. Inside each are little sub-sections outlining aspects of these areas that are popular among Hispanics.

Another feature called “Mis Fotos” allows users to upload and share photos with their friends. This is made possible by a partnership with The catch? When you submit your photos, “you automatically grant to a royalty-free, perpetual, irrevocable, non-exclusive and fully sub-licensable right and license to use, reproduce, modify, adapt, publish, edit, translate, distribute, perform, create derivative work of and display such Content alone, or as a part of other works in any form, media, or technology, whether now known or hereafter developed.” Who’s hungry?

Lastly, and undoubtedly the most valuable of the lot, is a section offering information on how to obtain tuition assistance from McDonald’s for those interested in going to college.

Related Article:

May 29, 2007: McDonald’s Unveils New Hispanic Campaign