Global Launch: McDonald’s® “Shrek the Third” Happy Meal

Summary:

McDonald’s hosted a global press conference to launch the company’s worldwide Happy Meal promotion of “Shrek The Third^™,” its first collaboration with DreamWorks Animation. The multi-faceted initiative featured McDonald’s largest promotion ever of fruits and vegetables, the evolution of Happy Meal choices and the debut of an engaging children’s Web site. JSH&A coordinated the global media event and secured widespread coverage and commentary reflecting McDonald’s key messages and strategic intent to showcase the company’s responsible approach to children’s marketing.

Strategies:

• Leverage the company’s ogre-sized partnerships to generate media interest and secure coverage
• Associate Shrek’s green-ness with McDonald’s healthy choices and action-packed Web site encouraging kids to “go green”

Key Results:

• The announcement garnered more than 149 million media impressions around the world and increased positive McDonald’s messages by 45 percent
• International placements such as Reuters (UK and India), Tranche (France), The Vancouver Sun (Canada) and Journal do Brasil (Argentina)
• More than 260 broadcast segments including CNN, CNBC, “Fox & Friends,” “CBS Evening News,” Bloomberg and NPR
• Widespread print coverage including USA Today, Wall Street Journal, Reuters, Associated Press and Ad Age