TIMING
August 07 – October 07
COMMUNICATION OBJECTIVES
Provide and support a Happy Meal promotion and communicate McDonald’s commitment to a healthy active lifestyle for kids.
SOLUTION
McDonald’s sponsored the 2007 Nickelodeon Kids’ Choice Awards enabling them to leverage intellectual property with an onpack promotion on 2.3 million Happy Meal boxes. Kids were offered a money-can’t-buy prize to become a member of the KCA Slime Team and have VIP backstage access to the biggest kids event in Australia.
McDonalds were integrated in the KCA Slime Across Australia Roadshow, event, telecast and online @ the Nick Shack where kids built their own playground, promoting healthy outdoor fun.
RESULTS
McDonalds was thrilled with their association particularly as the telecast reached over 1 million viewers making 2007 the highest rating KCA’s to date.
"The KCA's provided an exciting and dynamic platform to drive business and further connect with kids, mums & dads... Instore with a Nick Happy Meal program & through all the Nick media assets... Delivering exceptional value and cut through. The KCA's was brilliantly managed & executed... the team were proactive... flexible & genuinely recognised us as a partner, ensuring we were part of the success." Toby Dewar, McDonald's National Media & S'ship Manager