McDonald’s Corp. is tying its latest Happy Meal premiums to “American Idol,” which includes a sweepstakes for a chance to win tickets to the hit show.
People who a meal will receive one of eight musical characters through May 8. Each premium plays a tune with the genre of music representing the toy. The collection includes Disco Dave, Country Clay, Rockin’ Riley, Lil’ Hip Hop, Hippie Harmony, New Wave Nigel, Soulful Selma and Punky Pete.
McDonald’s premiums have evolved over the years to include more interactive toys and build off popular properties, like movies and TV shows.
“We really keep up with what kids are interested in at the time, whether it’s the property selection or the actual execution of the toy itself,” said Kathy Pyle, senior director of family marketing, McDonald’s USA.
The offering is McDonald’s second Happy Meal promotion tied to the Fox show. Last year, the company offered role-play premiums tied to music.
An online promotion supports the premium offer. Visitors to www.HappyMeal.com can choose their favorite “American Idol”-inspired toy. The one that receives the most votes will be revealed on the site the week of May 5.
The promotion also includes an incentive. Visitors to the site can enter the “You’re Going to Hollywood” sweepstakes for a chance to win one of two prizes: a three-day, two-night trip for four to Los Angeles to attend a taping of one of the finale results shows from the current season on May 20 or 21.
“It’s important to engage kids in a manner that is relevant to them and also delivers on the essence of the property of the show,” Pyle said. “This execution is a good example of how to take something that is a cultural phenomenon right now and put a unique package together.”
TV ads, online marketing, signage and in-restaurant merchandising support the promotion. Creata handles the sweepstakes and The Marketing Stores oversees the premiums.
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