Monday
Jan112010

McDonald's Fills Winter Olympics Menu With Marketing, Activation, Social Awareness

January 11, 2010: McDonald's, which has been an official sponsor of the Olympic Games since 1976, has unveiled an extensive array of marketing, packaging and signature programming for the 2010 Winter Games in Vancouver.

The fast-feeder's 2010 Winter Olympic strategy includes six new TV spots, packaging and other activation featuring several U.S. and Canadian Olympians and Olympic hopefuls, new food offerings and social programs utilizing McDonald's Champion Kids, Ronald McDonald House Charities of Canada and the Vancouver 2010 Olympic Games Carbon Partner program.

McDonald's also is putting the finishing touches on two new restaurants in the Olympic Villages in Vancouver and Whistler to feed the more than 10,000 athletes, coaches and officials expected at the Games, and one in the Main Media Center in Vancouver for the nearly 3,000 media expected to cover the event. The Winter Olympics will run from Feb. 12-28 and will be broadcast on NBC and its network of affiliates.

Among the American athletes who will star in new TV spots and on cups, bags and POP advertising at some 15,000 McDonald's locations in the U.S. beginning Feb. 1 are Graham Watanabe (men's snowboard), Jennifer Rodriguez (women's speedskating), J.R. Celski (men's speedskating), Dustin Byfuglien (men's hockey), Patrick Deneen (men's skiing), Kelly Clark (women's snowboard), Angela Ruggiero (women's ice hockey) and Paralympian Sean Halsted (alpine skiing). Packaging and POP advertising at all 1,400 locations across Canada, which includes more than 30 in the Vancouver and Whistler areas, feature Cassie Campbell (Canadian women's ice hockey), Canadian snowboarders Brad Martin and Crispin Lispcomb and Alexandre Bilodeau (Canadian team freestyle skiing).

Olympic-themed water bottles at McDonald's locations in Canada.McDonald's in the U.S. will launch an Olympic promotion for Chicken McNuggets and a new limited time sauce. Locations in Canada, which have been offering a set of  Olympic-themed sports water bottles, will also feature new limited-time menu offerings such as the S'mores Pie and the Creme Brulee Crunch McFlurry. Happy Meals there will come with interactive toys of the 2010 Winter Games mascots.

Around the globe, such countries as Sweden, Denmark, Finland and Norway will have special a Chicken McNugget promotion under a "Share the Gold" theme, supported by a new Chicken McNuggets TV spot that "includes a fun twist on Olympic Games competitions." In Russia, the Big Mac will be featured in print and a TV spot that "celebrates athletes coming together at a McDonald's restaurant following Olympic Games events."

"Athletes continue to tell us they love our quality food when training or celebrating wins at the Games, and it's one of the reasons we're proud to be the only brand serving them as the official restaurant of the Olympic Games," Mary Dillon, McDonald's global CMO, said during a press conference to unveil the 2010 Winter Games strategies. "We [also] want our customers to know McDonald's is their Olympic Games headquarters and we look forward to welcoming the world to celebrate with us."

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