McDonald’s looks to ‘Shrek’ it up; Rs 2 cr earmarked for the initiative
‘Shrek’, the adorable green ogre is set to hit the screens again and this time, McDonald’s has tied up for a series of co-branded activities with the movie via the ‘Shrek Festival’. The festival, which commenced from May 1, 2010, will continue till June 30, 2010 at all McDonald’s outlets across India. Rs 2 crore is being spent on the various advertising and marketing initiatives.
Arvind Singhal, Director - Marketing, McDonald’s India West & South, said, “‘Shrek’ is a big craze amongst kids and young adults, and extending our offering and association through a festive platform talks about the customer experience we dole out to our esteemed patrons, who have placed their trust on our brand. We are sure our patrons will have a fun time this summer and anticipate an overwhelming response to this festival.”
He added, “We are spending Rs 2 crore on this initiative. McDonald’s has also introduced a Shrek Meal and a Shrek dessert. We are also doing ATL activities around TV across all the kids’ channels. We will be tying up with kids’ websites. We are also in the process of tying up with theatres by the end of this month. This apart, we are also undertaking in-store BTL activities.”
“McDonald’s follows a philosophy of forever young and successfully connects with the Gen Y in the most effective manner through movie associations by bringing the experience live. McDonald’s is also taking this promotion online in a big way thru elements like Road Blocks, Page Tears, banners in key websites along with an internal TVC, which will have prominent presence in youth and kids channels,” Singhal added.
He further said, “The celebration wave will encapsulate the moment one reaches a McDonald’s restaurant with a welcome Shrek Festival gate followed by the restaurant ambience, which would be done in line with the festive theme through danglers, 3D standees, standees on table tops, above the bin, crew members wearing caps and T-shirts. Highlight of the festival would be the launch of a new dessert – Shrek Dessert, available in mint-guava flavour, which would be the flavour of the month during the festive season at McDonald’s.”
For the little ones, the offerings include a Shrek Happy Meal, which comes with a complete range of 13 Shrek special ‘poke and talk’ toys.
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