As McDonald's "Summer of Happy Meal Fun" winds down this month, it is launching a PR effort to promote the final Happy Meal offering of the summer - one of eight miniature Hummers.
"This is our first Happy meal promotion with GM," said Shannelle Armstrong, manager of McDonald's US communications. "We want to give our guests an opportunity to engage with an iconic vehicle, the Hummer." The cars will be available in Happy Meals from August 3-31.
Idea: To announce the program launch, McDonald's staged a three-mile long parade down Chicago's Michigan Avenue last Thursday during lunch hour. Ronald McDonald led the parade on the hood of a Hummer and was followed by the life-size versions of the trucks that will be available in the Happy Meals. The parade ended at the flagship McDonald's restaurant in downtown Chicago. Kids at the restaurant were also invited to go inside the vehicles. "In the restaurant in Chicago, we treated all the kids to free Happy Meals," Armstrong said.
Tools: There will also be regional events and programs sponsored by local McDonald's restaurants and GM dealers. "Some restaurants and dealerships are doing cross-promotional efforts similar to this that will last all month," Armstrong said, adding that the fast-food giant will also do traditional media relations.
Measurement: Armstrong said McDonald's always measures its programs' effectiveness by monitoring store sales and media impressions. "We focus on how overall store sales are affected when we do a push, and not just for Happy Meals," she said.
Campaign: Hummer of a Summer promotion
PR team: JSH&A Public Relations, Oakbrook Terrace, IL
Other marketing: In-store and other traditional ad efforts
Launched: August 3