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SBD/April 18, 2012/Marketing and Sponsorship
McDonald's Announces Details Of Its Olympics-Based Program "Champions Of Play"
Published April 18, 2012
HAPPY TOYS: The GUARDIAN’s Owen Gibson noted McDonald’s plans to give away 9 million "'activity toys' with its Happy Meals aimed at children” as part of a "Mascotathon" campaign. The toys will measure “how many steps or jumps the recipient makes in a day, with children encouraged to log on to an online game that translates their actions into energy for Games mascots Wenlock and Mandeville.” A second wave of activity during the Olympics “will give away vouchers for free sport sessions as part of a marketing strategy that will aim to counter criticism" of QSR's involvement with the event. McDonald’s said that its campaign, promoted by “a regional tour by the London 2012 mascots around its outlets, would have a positive effect on children's health” (GUARDIAN, 4/17). The mascots will “carry out a three-month regional tour of McDonald's restaurants across the UK, starting this weekend” (MARKETINGMAGAZINE.co.uk, 4/16).