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SBD/20/Sponsorships Advertising Marketing
MCDONALD'S AND NBA ANNOUNCE JAPANESE PROMOTION
Published October 20, 1994
The NBA and McDonald's Japan announced the launch of a 45- day promotion themed "Be the Best, NBA." The campaign will include 25 million game cards featuring hundreds of thousands of NBA licensed products, to be given away with McDonald's "extra value meals." Michael Jordan is featured prominently on the game cards, as well as the TV promotions. NBA Properties VP & GM for Marketing David Schreff said "the magnitude of the McDonald's Japan campaign illustrates the growing Japanese interest in the NBA." Dentsu, Inc. of Japan is producing 30- and 15-second commercials aimed at reaching each Japanese viewer 20 times during the promotion. The game cards themselves are specially designed to feature Jordan, the customer's possible prize, an NBA team logo sticker, and facts about an NBA team. In-store promotions include Huffy Backboards in several hundred McDonald's parking lots for consumers to try out newly-won basketballs. Prizes will include the basketballs, NBA logo jackets, and '94 logo pins (NBA).