McDONALD'S PAN-EUROPEAN CAMPAIGN
FIVE33's music specialist played a cornerstone role creating a groundbreaking multi-artist music campaign with McDonald's Europe, aimed at promoting healthy, active lifestyle in Happy Meal kids developing identity and ownership while having fun via music discovery.
Responsible for all aspects of the program including artist selection, liaison with Record Companies and Publishing Houses, deal negotiation and mediation of all creative approvals. The campaign successfully launched across 52 countries in 2006, producing 31 million music toy premiums, involving some of the biggest hits and recording artists of recent years. Australia and New Zealand replicated the campaign with an artist line up tailored for their markets.
The upswing in sales was so compelling that McDonald's repeated the campaign in 2008 featuring more no.1 hits than the previous program and increasing production to 40+ million units.
Launched for a third time in May 2011, the 5 month campaign features 12 no.1 songs from artists including THE BLACK EYED PEAS, BEYONCE, JASON DERULO and PUSSYCAT DOLLS.
