The initiative, developed by Galeria, is available on the campaign website and on Alexa devices
McDonald’s, through McLanche Feliz, and Mauricio de Sousa Produções have entered into a partnership and, now, customers who visit the campaign website or use the command “Alexa, tell a story” will be able to listen to Turma da Mônica audiobooks.
The initiative, developed by the Gallery, aims to promote diversity and inclusion, allowing more people to have access to the stories.
“We combined the magic of Turma da Mônica stories with the convenience of Alexa technology, creating a world of adventures accessible with just a voice command. This was a playful idea we had to amplify the Happy Meal experience,” explained Rodrigo Marangoni, Executive Creative Director of Galeria.
In the action, accessibility will be present in the promotional materials on social media, which have alternative texts to facilitate understanding for people with low or no vision, and in the videos, with audio description, subtitles and sign language interpreter.
“McLanche Feliz is a platform for family fun and, as a brand, we want to maximize our ability to provide experiences for our customers. Therefore, combined with our commitment as a company to disseminate the values of diversity and inclusion and, in partnership with MSP, we launched a way for families to experience these playful and creative moments alongside the brand and characters they love the most”, said Sérgio Eleutério, Marketing Director of McDonald’s in Brazil.
The new feature is now available on the campaign website and on Alexa devices.
“Mauricio de Sousa Produções has a firm commitment to accessibility, and therefore, bringing quality content to children and teenagers with and without disabilities, making this a more inclusive country for new generations, is a source of great pride. Through reading, we can build a fairer world for everyone”, added Mônica Sousa, Executive Director of the Commercial Department at MSP.
