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McDonald's ties Madagascar animated film with new kids' Move It initiative
November 5, 2008
OAK BROOK, Ill. — McDonald's Corp. has announced the launch of One Minute to Move It — a global children's well-being program designed to encourage kids to see what a difference a minute can make. The program launches in conjunction with McDonald's global "Madagascar: Escape 2 Africa" Happy Meal promotion in participating restaurants worldwide.Featuring the energetic characters from the DreamWorks Animation SKG Inc.'s film, One Minute to Move It inspires kids to create a minute of joyful self-expression.
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U.S. Olympic gold medal gymnast Shawn Johnson, center, jumps with fourth grader David Portugal as Ronald McDonald looks on during a "One Minute to Move It" event at a McDonald's restaurant in Chicago Oct. 29, 2008. (PRNewsFoto/McDonald's Corp.) |
McDonald's will engage kids and families around the world with major family events in key markets; an interactive digital community for kids; specially designed, motion-activated Happy Meal toys; and in-restaurant displays. Movie characters will be featured on a variety of food choices worldwide, including fruit, vegetables and milk products to reach kids in a fun and responsible way. The countdown begins in North America on Nov. 7 and rolls out around the globe through the first quarter of next year.
McDonald's One Minute to Move It program is based on key findings from a first-ever global research study, reaching more than 5,000 children ages 6 to 12 and parents across Europe, Asia, Latin America and the United States. Through an independent research company, Just Kid Inc., McDonald's conducted the study to determine what motivates kids to be active, both physically and mentally, and what role McDonald's can play in helping kids lead a balanced lifestyle. The results were clear and consistent worldwide — "joys of life" such as laughing, having fun and experiencing new things, and feeling "empowered" to make their own choices ranked the highest for both boys and girls across all ethnicities, ages and geographies.
Kids can experience One Minute to Move It online at McDonald's digital kids' community, available at happymeal.com in North America and fun.mcdonalds.com in other areas of the world. The site will highlight characters from "Madagascar: Escape 2 Africa" to encourage kids to use their minute to make a difference in their lives.
The One Minute to Move It site will offer one-minute, interactive games; activity suggestions to stimulate kids' "minutes;" and a "Minutes Played" collector to track minutes logged around the world. For the first time, "Madagascar: Escape 2 Africa" Happy Meal toys in some countries will also feature codes that allow kids to unlock special content on the site.
McDonald's will support the "Madagascar: Escape 2 Africa" Happy Meal promotion with a TV commercial featuring exclusive animation from DreamWorks. The safari-themed commercial features the hit theme song "I Like to Move It" from the Madagascar franchise and encourages kids to continue the adventure online at happymeal.com in North America and fun.mcdonalds.com in other areas of the world where they can choose from three alternate endings. The commercial begins airing Nov. 7 in the United States and in select countries throughout the coming months as the movie rolls out across the globe.
Kids and families will have the opportunity to "Move It" in more than 100 participating McDonald's markets worldwide. For example, in Australia, Mexico, Spain and Puerto Rico, key cities will host major celebrations to kick off One Minute to Move It. Customers in select markets will have the opportunity to be part of family-fun events by participating in specially created One Minute to Move It activity stations at McDonald's restaurants.
For the first time in the United States, Nickelodeon is producing a 30-second feature about McDonald's One Minute to Move It with U.S. Olympic gymnast gold medalist Shawn Johnson. The feature will air on Nickelodeon, Nicktoons networks and Nick.com Nov. 8-16. The Nickelodeon alliance expands in Australia with a One Minute to Move It event for kids and families at Dreamworld theme park in Australia's Gold Coast during the week of Dec. 15.
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