Alex S.
09-09-2002, 05:55 PM
One $30 Million Happy Meal, to Go (http://www.washingtonpost.com/wp-dyn/articles/A55137-2002Sep8.html) - Washington Post, 9/9/02
QuikQuote: The network is betting that millions of Happy Hour posters and tray liners distributed at McDonald's more than 13,000 stores nationwide, along with an accompanying quiz and sweepstakes, will drive traffic to the network and its fall lineup, on which much rides.
"The mantra of this campaign is: 'Go to Mickey D's, watch ABC, get happy,' " said Michael Benson, ABC's senior vice president for marketing, advertising and promotion, who helped assemble the deal. "We know there are a lot of people who go into McDonald's who don't watch ABC."
QuikQuote: The network is betting that millions of Happy Hour posters and tray liners distributed at McDonald's more than 13,000 stores nationwide, along with an accompanying quiz and sweepstakes, will drive traffic to the network and its fall lineup, on which much rides.
"The mantra of this campaign is: 'Go to Mickey D's, watch ABC, get happy,' " said Michael Benson, ABC's senior vice president for marketing, advertising and promotion, who helped assemble the deal. "We know there are a lot of people who go into McDonald's who don't watch ABC."