In promotion of DreamWorks' SHREK THE THIRD, McDonald's will launch one of its largest promotions ever. Shrek will arrive at participating McDonald's restaurants in North America on May 11, 2007, the first stop in the company's multi-faceted global promotion.
"We're committed to bringing our customers the best and most trusted properties around," said Mary Dillon, global cmo, McDonald's. "Shrek, one of the most beloved characters in the world, is helping us bring special excitement to our restaurants, everything from food and fun to activities and entertainment."
In the U.S., McDonald's "Go for Green" campaign showcases a variety of food choices, including Premium Salads, Premium Chicken Sandwiches, fun desserts and a Happy Meal featuring Chicken McNuggets Made with White Meat, Apple Dippers (fresh, peeled apple slices with optional low-fat caramel dipping sauce) and low-fat white or chocolate Milk Jugs served in child-friendly containers with Shrek packaging.
Beginning May 11, participating McDonald's restaurants in the U.S. will also offer customers limited-edition Shrek Arch Cards featuring four SHREK characters, as well as four unique collector's glasses. Each 16 oz. collector's glass features a main SHREK character with a scene from SHREK THE THIRD and will be available with any food purchase, while supplies last, for $1.99.
"The premiere of SHREK THE THIRD at McDonald's is about offering our guests an exceptional experience inside and outside of the restaurant," said Bill Lamar, cmo, McDonald's USA. "High quality food choices, combined with the magic and adventure of Shrek, provide kids and families with unforgettable fun only available at McDonald's."
"SHREK THE THIRD is the first global promotion resulting from McDonald's partnership with DreamWorks," said Roger Enrico, chairman, DreamWorks Animation SKG. "This is a wonderful example of the power of the partnership to speak to millions of children with positive experiences that make them laugh while also delivering encouragement and inspiration."
The SHREK campaign will be brought markets in more than 100 countries around the world, including:* Canada: Shrek will be featured on Happy Meal packaging with Apple Dippers and low-fat Milk Jugs. Will also offer four unique collector's glasses.
* Australia: Offering a "Far Far Away Pasta Happy Meal" June 13 to July 12, featuring Shrek-shaped pasta. Also giving customers the chance to win one of five "Family Ogre-Whelming Shrek Adventures" to destinations including Sea World Resort and Warner Bros. Movie World.
* Europe: Partnering with Nokia to offer a young adult mobile promotion in which customers can send an SMS text message to receive SHREK screenshots, animations and more.
* Hong Kong, Singapore and Russia: Selling Shrek ears to benefit Ronald McDonald House Charities.
* Latin America: Will be featuring Fiona Salads. In addition, will debut a fun, larger-than-life outdoor campaign featuring Shrek-themed road and public transportation billboards, oversized airport posters, full-coverage exterior train ads and a unique escalator teaser.
* U.K.: Featuring Shrek on Happy Meal items, including carrot sticks, organic milk and fruit bags. McDonald's U.K. has also teamed up with HarperCollins Children's Books and WH Smith to offer vouchers on Shrek Happy Meal boxes for discounts on exclusive Shrek books.
The SHREK cast is the first characters to star in McDonald's new online kids program dedicated to kids well-being. The site, which launches with "Shrek's Treketh to Adventure," is designed to stimulate imagination and activity through online games and energetic, offline activities and challenges. As kids complete each activity, they earn points redeemable for digital downloads such as sound mixers, screensavers and IM buddy icons.
This new kids digital community will be available in English on May 11, at www.happymeal.com/ and www.mcdonalds.com/ and will launch in multiple languages in the coming weeks. McDonald's will expand the site to include new online and offline activities coinciding with future McDonald's initiatives. Upcoming site themes include such entertainment properties as Sony Pictures Ent.'s SURF'S UP and DreamWorks Animation's BEE MOVIE. The site will also expand to help kids and families learn more about World Children's Day, an annual fundraiser for kids in need around the world, and experience the 2008 Olympic Games in Beijing, of which McDonald's is a TOP Sponsor.
As part of McDonald's DreamWorks partnership, the studio has created original animation for McDonald's new global TV spot. The commercial will be customized by countries and will begin airing May 11, in the U.S. and in select countries around the world throughout the coming months.
Rick DeMott
Animation World Network
Creator of Rick's Flicks Picks
