McDonalds 2007 Annual Report Download - page 19

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New Media
To engage today’s busy consumer, we’re
integrating our efforts across all media.
Australia’s popular U-Name-It contest engaged
customers in our restaurants and on the Web
to name a new hamburger, resulting in the
Backyard Burger promotion.
Global Fun
Games have global appeal. So, we bring
the fun of popular games like Monopoly™ –
a favorite in the U.S. – to customers around
the world. In the U.K., Germany and Spain,
customers embraced Monopoly,™ while Uno™
proved a great success in France.
i’m lovin’ it
Steeped in key insights about consumer
lifestyles, our “i’m lovin’ it” campaign continues
to evolve, becoming more powerful and
effective. The “Boom Box” commercial in the
U.S. (above) proved popular with customers
on TV and the Internet.
115
countries participated in one of McDonald’s
most successful promotions ever – our tie-in
with DreamWorks’ Shrek the Third™.
This campaign is a great example of how the well-being of
children – their body, mind and spirit – is central to who we are as
a brand. In the U.K. promotion (right) and elsewhere around the
world, Shrek™ licensed characters made choosing milk, fruit or
vegetables as part of a Happy Meal more fun than ever. And, our
Shrek’s™ “Treketh to Adventure” global kids’ website inspired kids
and their families to get active by playing games outside.
In summer 2008, we’ll proudly help the Olympic dreams come
true for hundreds of children with the McDonald’s Champion Kids
program. More than 200 kids will be selected to experience the
Olympic Games first hand and serve as young reporters sharing
their stories with their communities and hometown press.
In addition to our commitment to children, we’re equally aligned
around building our brand with innovative marketing, transporting
ideas across borders and using “i’m lovin’ it” to deepen our
connection with customers who love our food and the unique
McDonald’s experience.
17
Shrek is a registered trademark of DreamWorks Animation L.L.C.
Shrek the Third TM & © 2007 DreamWorks Animation L.L.C.