Worldwide Promotion of DreamWorks Animation's 'Shrek The Third(TM)' Represents
Evolution in McDonald's Offerings for Kids and Families
OAK BROOK, Ill., May 8 /PRNewswire/ The Golden Arches(R) are going
green for "Shrek The Third" as McDonald's launches one of its largest and
most exciting promotions ever. Kids and families around the world will
experience Shrek like never before, from high-tech Shrek Happy Meal(R) toys
created in eight languages, to an innovative online community dedicated to
kids, to the company's single biggest promotion of fruit, vegetables and
milk. Shrek will arrive at participating McDonald's restaurants in North
America from "Far Far Away" on May 11, the first stop in the company's
multi-faceted global promotion designed to reach customers with a focus on
wholesome, quality entertainment with a purpose -- the well-being of
children and families.
(Photo: http://www.newscom.com/cgi-bin/prnh/20070508/AQTU022C)
"We're committed to bringing our customers the best and most trusted
properties around," said Mary Dillon, global chief marketing officer,
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."
"Go for Green" in the United States
In the United States, McDonald's is celebrating the arrival of "Shrek
the Third" with its "Go for Green" message. The campaign showcases a
variety of food choices including Premium Salads, Premium Chicken
Sandwiches, fun desserts and a Happy Meal featuring Chicken McNuggets(R)
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 to
encourage consumption.
Beginning May 11, participating McDonald's restaurants in the United
States also will offer customers limited-edition Shrek Arch Cards featuring
four beloved 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, at the recommended retail price of $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, chief marketing officer, 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."
McDonald's and DreamWorks
"'Shrek The Third' is the first global promotion resulting from
McDonald's partnership with DreamWorks," said Roger Enrico, chairman,
DreamWorks Animation SKG(TM). "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 Effect" Goes Global
The excitement of Shrek will be brought to life in McDonald's 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. Each 16 oz. glass features a main Shrek
character with a scene from "Shrek the Third."
-- 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 exciting
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(R).
-- 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.
-- United Kingdom: 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.
"I'm impressed with McDonald's worldwide commitment to promote
activity, encourage balanced food choices and doing this in a fun and
engaging way," noted Dr. Michele Borba, internationally recognized
parenting expert, educator, and member of McDonald's Global Moms Advisory
Panel. "This is very consistent with the counsel that the Mom's Panel has
been giving McDonald's. It's clear they are listening."
McDonald's Online Kids' Platform
The Shrek cast are 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 http://www.happymeal.com and http://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 Entertainment's "Surf's Up(TM)" and DreamWorks Animation's
"Bee Movie(TM)." The site will also expand to help kids and families learn
more about World Children's Day(TM), an annual fundraiser for kids in need
around the world, and experience the fun and excitement of the 2008 Olympic
Games in Beijing, of which McDonald's is a TOP Sponsor.
McDonald's and Shrek TV Commercial
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 United
States and in select countries around the world throughout the coming
months.
About McDonald's
McDonald's is the leading global foodservice retailer with more than
30,000 local restaurants in 118 countries. Approximately 70 percent of
McDonald's restaurants worldwide are owned and operated by independent,
local men and women. Please visit http://www.mcdonalds.com to learn more
about the company.
About DreamWorks Animation SKG, Inc.
DreamWorks Animation SKG (NYSE: DWA) is devoted to producing
high-quality family entertainment through the use of computer-generated
(CG) animation. Utilizing worldclass creative talent and state-of-the-art
technological capabilities, the company is committed to making two
computer-animated feature films a year that appeal to a broad movie-going
audience.
For more information and photos of "Shrek The Third" at McDonald's,
please visit http://www.mcdepk.com/shrek.
Shrek is a registered trademark of DreamWorks Animation L.L.C.
Shrek the Third(TM) & (C) 2007 DreamWorks Animation L.L.C.
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