McDonald's hires YouTube stars to launch youth channel

McDonald’s has jumped on the YouTube bandwagon, launching a youth-targeted channel fronted by British vloggers Gabriella Lindley and Oli White.

The fast food giant is to launch Channel Us as part of a new strategy to engage with millenials, the 16 to 24-year-old demographic that is becoming increasingly hard to market to using traditional media.

McDonald’s has signed up White and Lindley, who had a spectacularly public falling out with one-time friend and fellow vlogger Zoella, who have almost 2 million subscribers to their YouTube channels.

The vloggers, who will host a weekly show. will promote the channel to their fans with the aim of attracting young people who want to “turn their passions and ambitions into reality in just 72 hours”.

McDonald’s cites examples of the 72-hour challenges that might be tackled, including organising a fashion show to making the dream of a performance at the Edinburgh Fringe Festival come true.

“This is a ground-breaking moment for McDonald’s in the UK,” said Alistair Macrow, the company’s chief marketing officer. “The launch of Channel Us is completely new territory for the company. Working with young YouTube talent enables us to target key audiences.”

The channel has been created in partnership with content agency Drum and McDonald’s media planning and buying agency OMD UK.

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