McDonald’s is reviving its Morning Impaired campaign with a video contest.
The campaign, designed to promote McDonald’s breakfast offerings, lets people create videos about what makes their morning a challenge. Visitors are encouraged to join the company’s Society for Morning Impaired, a tongue-in-cheek group dedicated to bringing back breakfast to consumers’ busy mornings.
In exchange for their e-mail address, consumers will receive a code to print out a coupon for a free sausage McGriddles sandwich.
Videos can be uploaded to MorningImpaired.com. Visitors can vote for their favorite clips on the site. Three people will be chosen in separate drawings to be featured as characters on the Web site describing how their mornings are impaired.
On the site, consumers can listen to others’ stories. One says, “Was I morning impaired? Well, one morning before I got help, I took my five-year-old son out for walk and my border collie to preschool. I’m still not sure how that happened.”
People can also test their reflexes via on online game to see how fast they can hit the snooze button on an alarm clock.
The campaign runs in 44 markets and is promoted in more than 3,800 restaurants through year-end. A Spanish-language Web site for the campaign is available at Levantateya.com.
Customers in participating markets can receive other offers from the Society for the Morning Impaired on their cell phones. Members who opt-in for additional marketing messages from McDonald’s will receive secret codes in their e-mail. Consumers send the code to 44360 to receive additional promotions.
English and Spanish-language TV spots, radio ads, outdoor, banner ads and P-O-P support the promotion.
Moroch Partners, Dallas, handles the campaign with inspire!, also of Dallas.
“Moroch has found another way to speak to consumers in their everyday lives,” said Rob Boswell, president and COO of Moroch, in a statement. “The Morning Impaired campaign allows the user to engage with McDonald’s breakfast offerings across multiple platforms in ways relevant to them.”
McDonald’s ran a campaign last year to hype up its breakfast line with an interactive Web site that let people send excuses for being late to work (PROMO Xtra, March 31, 2006).
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