McDonald’s to Sample 8 Million New Chicken Dishes
McDonald’s is supporting its newest menu items, the Southern Style Chicken Biscuit and Chicken Sandwich, with a national sampling effort.
People who visit participating restaurants on May 15 from 7 a.m. to 10:30 a.m. will receive a free Southern Style Chicken Biscuit or a Southern Style Chicken Sandwich after breakfast hours until 7 p.m. with the purchase of any medium or large beverage.
McDonald’s estimates it will give away 2 million biscuits and 6 million sandwiches as part of the promotion.
The biscuit is McDonald’s first chicken- for-breakfast menu offering. The two items feature an all-white meat chicken breast patty on a new biscuit for breakfast or a steamed bun with two pickles for lunch and dinner.
To support the launch, McDonald’s has rolled out an interactive Web site at http://www.whatcamefirst.com. The bilingual Web site is built around a game where visitors can customize egg or chicken characters with photos and choreograph moves for a dance off against friends to decide the ultimate champion: the chicken or the egg.
People can also send their creations to friends and family, and watch “man-on-the-street” video interviews from people answering the question of “what came first?”
TV ads, online marketing and in-store signage support the promotion.
GolinHarris and The Game Agency are responsible for PR and the online game, DDB handles TV and radio spots, Tribal DDB is in charge of digital advertising. Alma DDB works on Hispanic consumer advertising, while Burrell oversees African American advertising. IW Group handles TV and print ads for Asian consumers. Arc Worldwide is responsible for the consumer e-mail blast promoting the sampling effort
