News
McSmurfy: McDonalds launches The Smurfs Happy Meal promotion
July 28, 2011
Celebrating today's release of The Smurfs, Columbia Pictures' and Sony Pictures Animation's 3-D family comedy, McDonald's has kicked off a coinciding Happy Meal program that promotes environmental stewardship and family bonding.
The promotion launched in Latin America July 14 and rolls out in North America today. It will continue around the world through November.
The Happy Meal partnership includes a specially created, live-action and computer animated global television commercial; in-restaurant Smurf signage and packaging; and social media updates on Facebook and Twitter.
The global McDonald's Happy Meal promotion will be brought to life on Stage M, McDonald's interactive website for kids. The site has been Smurf'd to feature new content that encourages kids to be friends of the planet. A new music video featuring Smurf characters uses animation and music to teach them about the environment. Online components also include kid-friendly activities and games focused on sustainability and augmented reality applications that allow parents and kids to "Smurf-ize" themselves.
In addition to the digital activation, 16 different Smurf toys in different poses will be in Happy Meals beginning today through Aug. 25.
Also, McDonald's restaurants in North America have teamed up with nonprofit Keep America Beautiful (KAB) to invite kids to "Smurf the Earth" by choosing Apple Dippers in their Happy Meals. The Apple Dipper packages feature a digital code, and when that code is entered at HappyMeal.com, McDonald's and KAB will plant a tree (up to 100,000) in needed or devastated areas within national forests across the U.S.
McDonald's and KAB have had a partnership for more than 10 years.
"Together with McDonald's 'Smurfs' Happy Meal program, we're helping kids and families across North America easily play a role in improving the world in which they live," said Matthew McKenna, president and CEO of KAB Inc.
Global initiatives
The Smurfs Happy Meal promotion will take place in more than 100 countries around the world. In Latin America, McDonald's restaurants will launch an augmented reality program that transports kids into the Smurfs' village. Augmented reality imagery will be printed on Happy Meal boxes and in-restaurant menu board displays featuring animated "Smurfs" footage, which also will connect customers with the movie experience. "Clumsy" carrot bags will have fun themed packaging to encourage kids to choose these items.
In Brazil, the program will showcase the different personalities of the Smurfs with plush toys followed by Smurf figures with various functions. In-restaurant signage, crew apparel and packaging will feature scenes from the Smurfs' village. One million sunflower packets also will be given away.
European outlets will bring Smurfs characters to life across digital properties. New and engaging content, such as a Smurfs' game that invites children to help take care of Papa Smurf's flower pot garden, reinforces messages of sustainability. Mobile activations and in-restaurant avatar items also will unlock Smurfs action at McDonald's. All European countries will feature plush Smurfs Happy Meal toys.
In the United Kingdom, a Smurfs drawing competition invites children to receive their own mini Smurf flower garden and the chance to win a Smurfs gardening kit. Happy Meals will feature up to 10 specially-designed Smurf plush toys that capture their unique personalities. "Smurfilicious" fruit bags and "Clumsy" carrot bags also will have fun themed packaging to encourage kids to choose these items in their Happy Meals.
"McDonald's is committed to playing a positive role in children's well-being," said Kevin Newell, executive vice president and global chief brand officer, McDonald's. "The Smurfs Happy Meal program delivers great quality food choices, fun toys and engaging digital content that reinforces important environmental messages."
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