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June 2006 - Strategy Magazine
What next

Kids lovin' creating McDonald's ads

by Pia Musngi
page 32

McD's is the latest marketer to serve up co-creation advertising opportunities for consumers. The Toronto-based QSR has hooked up with YTV for the Go Active! Film Festival, which launched early last month, in a bid to increase interactivity online and physical activity off-line.

The program is a five-week integrated online and on-air promo where kids can create a film of their own for upload and voting on ytv.com. All of the submissions feature the Golden Arches in the background during a couple of scenes, and end with the familiar "da da da da daaaa... I'm lovin' it" tagline. Winners will receive the Golden Cheeseburger award consisting of a trip for four to L.A., passes to a theme park and an iPod.

This year marks the second year for the

co-promotion, and according to Tim Cormick, VP client marketing at YTV, the festival netted "very compelling responses last year in terms of film participation and [online] critics." He adds that the focus this year is in making the film festival site even easier for the younger end of the 6-11 set. As such, YTV built in an online tutorial complete with background sets, sound effects and characters. Promotional elements include TV spots and a dedicated microsite on YTV, as well as POS materials at McDonald's restaurants nationwide.

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