News
McDonald's launches 'Ice Age: Dawn of the Dinosaurs' promo
June 18, 2009
OAK BROOK, Ill. — McDonald's has launched its "Ice Age: Dawn of the Dinosaurs" Happy Meals promotion, with the rollout to continue in stores around the world. The promotion, in conjunction with Twentieth Century Fox, includes Happy Meal toys and menu items featuring characters from the much-anticipated next chapter in the "Ice Age" film franchise, to in-store activities and "Ice Age: Dawn of the Dinosaurs"-themed giveaways.
The rollout began at participating restaurants in China on June 17 and in North America on June 19, rolling out around the world through August.
U.S. promotion
The U.S. "Ice Age: Dawn of the Dinosaurs" Happy Meal toy collection features eight prehistoric characters, including favorites such as Manny, Scrat and Sid. The excitement extends online as each Happy Meal toy will feature a special code to McWorld, McDonald's dynamic and engaging online environment for kids at www.happymeal.com.
When they visit McWorld, kids can interact with Ice Age characters on a new Dinosaur Island and unlock a cool surprise. They can also create their own avatars, play games and visit exciting destinations.
Engagement around the world
McDonald's "Ice Age: Dawn of the Dinosaurs" Happy Meal promotion began in select markets on June 17 in Asia Pacific, and continues June 19 in Europe, June 25 in Latin America and June 27 in the Middle East and Africa. Each country will feature the popular "Ice Age: Dawn of the Dinosaurs" Happy Meal collection with its own special twist.
Worldwide, specially designed in-store merchandising, including window posters, drive-thru translites and displays and movie-themed Happy Meal boxes, will convey the adventure and friendship of the movie by highlighting the fun-loving prehistoric characters.
Advertising
Twentieth Century Fox created custom animation featuring characters and scenes from "Ice Age: Dawn of the Dinosaurs" for McDonald's to use in two global TV commercials that will begin airing June 19 in the United States, then rolling out in participating markets around the world through August as Happy Meals launch. The United Kingdom will begin airing two commercials featuring adapted film animation on June 24 that focus on hydration and fruit offerings, and France will begin airing country-specific commercials on July 1.
"Ice Age: Dawn of the Dinosaurs"
Starring Ray Romano, John Leguizamo, Denis Leary, Simon Pegg and Queen Latifah, "Ice Age: Dawn of the Dinosaurs" sees the return of the sub-zero heroes from the worldwide blockbusters "Ice Age" and "Ice Age: The Meltdown" — in 3-D. This time, they're beneath the ice, discovering a world of dinosaurs. The movie launches in North America and select countries in Europe, Latin America, Middle East and Asia Pacific on July 1, and then rolls out around the world through August.
