McDonald's International Media Days 2008 (Day 3, Part 2)

This posting will wrap up The McChronicles experience at McDonald's International Media Days 2008. It was an incredibly rich 3 days of information, accessibility to people, and insight. Here is how it concluded.

After we departed McDonald's advertising agency, DDB, where we learned of the two latest corporate initiatives, we headed to the McDonald's 50th Anniversary Restaurant located at 600 N. Clark St., in Chicago. It is a pretty special restaurant on one hand as it is relatively large, super tidy, two-storied, double-drive-thru'd, McCafe'd, etc. - yet, on the other hand, it seems pretty normal with all the usual offerings, decor, etc. In other words, it was an exciting place in which to feel at home.

Our first move was to continue the official rollout of the new "1 minute to move it" (one minute to move it) campaign by joining a bunch of local elementary school children as they "moved" their minds, bodies, and souls by taking part in various activities (exercise, art, puzzles, games, challenges, etc.). Joining them was U.S. Olympic gold medal winner Shawn Johnson (who spoke at the formal announcement ceremony at DDB). She is the perfect age to get the playfulness of the kids, to be full of curiosity herself, and to also understand the ramifications of "moving it" for 1 minute. Of course, her fame is also very valuable for the program. Anyway, she was fully immersed in the activities - no "star" issues here - and certainly appeared to enjoy it all.

The McChronicles thinks these rollout events are very valuable and would like to see them continue throughout 2009 (versus ending quickly). These examples and opportunities are a very helpful method of reminding us all that it is important to enrich ourselves. The question is ... is this McDonald's JOB to pay for this? We all know that it is NICE to be reminded about these valuable activities, but who owns the responsibility?

Even if McDonald's isn't responsible, it still may be a good way to keep us all visiting them. Interesting.

Our next move was to enjoy lunch. After sampling so many new and exotic McDonald's specialties during the week, The McChronicles settled into familiar territory by ordering a double cheeseburger. After the recent double cheeseburger value meal issue, we were surprised to learn that this special McDonald's has NO dollar value meal menu - and to pay $2.15 for the sandwich. That's a lot more than the $1.00 The McChronicles pays back home.

The McChronicles: a blog about, not affiliated with, McDonald's.

Images: The McChronicles.

McDonald's International Media Days 2008 (Day 3, Part 1)

This morning The McChronicles was at the offices of DDB, one of McDonald's advertising agencies, for two very special announcements - and for a very special surprise.

McDonald's Chief Marketing Officer, Mary Dillon, introduced these items this morning:

• a McDonald's tie-in to the Upcoming Madagascar: Escape 2 Africa movie, complete with a new slogan


• new global McDonald's packaging - with an emphasis on the product

MADAGASCAR: Escape 2 Africa

Beyond the obvious technique of linking a (hopefully) popular movie with their product for promotional purposes, this move plans to use the movie's characters, as well as special events and information to help children move beyond pure physical well-being and add more fulfillment to their lives. At the heart of this effort is a new slogan: 1 minute to move it (one minute to move it).

The "move it" part addresses moving your body and getting some exercise, and also includes moving your mind, your spirit, and your sense of self. Children (and, presumably all of us) are encouraged to take a minute whenever we need it and move our brains, work on a puzzle, a project, or a hobby. We are encouraged to take 1 minute to contemplate what we think is fun, fulfilling, and rewarding. Here is a link to the McDonald's One Minute To Move It introductory video. The McChronicles thinks it is a very interesting concept and hopes it works.

Interestingly, the "I'm Lovin' It" campaign will not disappear.

The McChronicles asked Mary Dillon if the "1 Minute To Move It" (one minute to move it) rollout-type activities will continue throughout 2009 or if the activity will simply settle into ads and slogans (we didn't word it the way it sounds here - we were not snarky about it). Mary replied, "We are considering it." The McChronicles feels that seeing McDonald's actually "move it" throughout the campaign would be a great example for our children and hopes to see a long-term implementation of such activities.

The coolest part of this announcement: McDonald's brought in gold medal Olympian Shawn Johnson to encourage kids to take 1 minute to move it. That's her in the top picture - moving it as only she can while encouraging kids to follow her example. Very cool! PS: Shawn was very gracious and fun - just as we hoped she would be. She is truly a delight and an excellent choice for such a role.

PACKAGING UPDATE

According to Mary Dillon (image: as she delivered the info - standing in front of some over-sized examples of the new look), "This is the biggest packaging initiative in the history of our brand." That's big news for sure! She echoed a theme The McChronicles has heard all week when she said, "This packaging is all about 'simple, easy enjoyment' ".

The company cited the four major goals of this packaging:

• move from "fast food" to "good food fast"
• simple, easy enjoyment
• build a strong relationship with customers
• build a strong, modern brand identity

Examples of the packaging, as they will appear in various global areas, appear below. The actual materials of the packaging were previously upgraded to a more ecological mix, so the only change here is the graphics. The McChronicles likes the graphics as they feel crisp and fun. In addition, nutritional information is easy to find quickly. Also, look for a switch away from "lifestyle" imagery and for a much stronger emphasis on the actual product, its ingredients, and its nutritional information. The McChronicles thinks this looks good while moving health-related issues to the forefront.

The McChronicles: a blog about, not affiliated with, McDonald's.
Images: The McChronicles.