Idea: The campaign seeks to empower kids to make their own decisions on how best to utilize their time, and is “a great opportunity to talk about McDonald's emphasis in encouraging kids to use their minds, bodies, and spirits,” Neal said. More than 100 markets worldwide will participate, bringing together McDonald's global team.
Tools: Along with AOR GolinHarris, McDonald's is doing media relations, reaching out to a targeted list of media, and focusing on mommy bloggers. Plus, Olympic gold medal-winning gymnast Shawn Johnson will appear at McDonald's restaurants across the US during the campaign. She first appeared at an event in Chicago on October 29, and will also be part of a 30-second spot airing on Nickelodeon and Nick.com from November 8 to 16. HappyMeal.com also planned to begin highlighting the campaign on November 7. The effort includes one-minute games, a virtual world with Madagascar characters, and an idea generator to help kids decide how to spend their time.
Measurement: McDonald's will analyze various components of the campaign, measuring visitors to the Web site, sales of Happy Meals, and overall awareness.
Campaign: One Minute to Move It
PR Team: McDonald's and GolinHarris
Launch: November 5