McDonald’s Taps 25 in ‘Casting Call’ Campaign
McDonald’s has selected 25 consumers from around the world as its newest stars to feature on its packaging as part of the company’s first-ever online global casting call.
Some 13,000 consumers from more than 100 countries around the globe submitted photos and essays online this spring to mcdglobalcasting.com describing what they love most in 100 words or less (PROMO Xtra, April 4, 2006). The QSR narrowed the pool down to 25 consumers who best represent McDonald’s customer base and the company’s “i’m lovin’ it” campaign. The campaign celebrates real-life consumers and their passions and stories.
The cast includes 25 consumers from 15 countries ranging in age from five to more than 60 and includes eight consumers from the U.S., two from France and two from Brazil. McDonald’s also selected consumers from Spain, Italy, Germany, Austria, China, the U.K., Canada, Argentina, Puerto Rico, South Korea, Singapore and Austria.
During the week of Aug. 21, McDonald’s will fly the winners and one guest each on an all-expense paid trip to London for a photo session with renowned lifestyle photographer Nick Clements. The photos will feature winners demonstrating their passions and hobbies. The trip will also include tours of the city, a croquet party, tickets to Mama Mia (including a meet and greet with the cast and celebration parties).
McDonald’s will feature its new faces on cups and bags in 2007. Some 50 million customers visit McDonald’s 31,000 worldwide restaurants each day.
McDonald’s has put real-life people on its packaging for the last two years. The company has recruited everyday people who embodied the “i’m lovin’ it” campaign for its packaging via street-casting. However, the global casting call is the first time McDonald’s is asking consumers to nominate themselves. Those faces have been featured on McDonald’s cups and bags. McDonald’s has also featured famous faces on its packaging, including Olympic athletes, tennis superstars Venus Williams and Serena Williams and basketball star Yao Ming.
Online materials support. The Boxer Agency and The Marketing Store, both based in England, handle.
