McDonald’s, Sony Serve Up PlayStation with Big Mac
McDonald’s Corp. this week breaks an instant-win game for Big Mac, giving away Sony PlayStation Portable systems.
The system, nicknamed PSP, plays videogames, movies and music. Codes on Big Mac and fry boxes send players online to see if they win a system or one of 50,000 smaller PlayStation prizes. Arc Worldwide, Chicago, handles.
The Sony promo follows on the heels of an on-pack game for Big Mac that dangled a grand prize of 10 concerts at any House of Blues club in 10 cities. (Diners entered codes from Big Mac boxes online or via text message.) The Marketing Store Worldwide, Oak Brook, IL, handled that effort.
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| PlayStation fits Big Mac’s entertainment strategy |
Meanwhile, Oak Brook, IL-based McDonald’s takes Big Mac to Hot Import Night custom-auto shows in 20 markets through yearend and sponsors top tuner Jay Laub. The shows, produced by Los Angeles-based Vision Entertainment, showcase tricked-out cars in a nightclub atmosphere, with DJs, dancing and videogames. Big Mac hands out “Are you Mac enough?” stickers and hosts text-message voting for visitors’ favorite cars. GMR Marketing, New Berlin, WI, handles.
All three are part of Big Mac’s entertainment pitch to young adults under the tagline “Are you Mac enough?” McDonald’s measures brand attitudes and affinity among its target, young adults, to gauge program success.
“It’s less about sales and more about brand image and whether we’re connecting with young adults in their lifestyle,” said Douglas Freeland, McDonald’s director of brand/entertainment strategy.
