OAK BROOK, Ill. (McDonald's Press release/www.connect.com) - McDonald's marks another milestone in its leadership marketing efforts today with the announcement of a new marketing relationship with Sony Connect to launch an unprecedented multi-national restaurant promotion for customers. McDonald's Big Mac Meal Tracks offers every customer who purchases a Big Mac Extra Value Meal(R) at participating McDonald's restaurants an access code worth one free song download at the Connect(TM) music store, which is accessible via https://www.connect.com.
McDonald's Big Mac Meal Tracks promotion launches June 8 in the United States, Puerto Rico and Canada. Sony Europe and McDonald's will launch the promotion in France, Germany and the United Kingdom in early July. It is expected to roll out to additional McDonald's countries throughout the year as plans are finalized.
During the initial launch, McDonald's anticipates providing millions of customer downloads, making this one of the largest music promotions of its kind.
"Our partnership with Sony Connect on this very exciting and relevant music event continues our commitment to surprising and delighting customers with fun and unique restaurant experiences," said Larry Light, McDonald's Executive Vice President and Global Chief Marketing Officer. "Music continues to be at the forefront of our leadership marketing strategy. As the first to take a program like this across borders to six countries, we are achieving our goal of creating ideas that are 'first, big, best' in music, fashion, entertainment and sports, areas of high interest to our customers."
McDonald's Big Mac Meal Tracks promotion will run between six and ten weeks in the six participating countries. In the U.S., Puerto Rico, Canada and the UK, customers purchasing a Big Mac Extra Value Meal during this time period will receive a unique access code printed on the Big Mac sandwich carton. Customers will redeem their free access code for a song of their choice at the Connect music store, offered by Sony Connect Inc. in North America and by Sony Europe in Germany, France and the UK.
The Connect music store is accessible via Connect.com, Connect.com/canada or Connect-Europe.com.
In Germany, customers will receive a card with the access code with the purchase of a Big Mac Value Meal or Big Mac Maxi Value Meal.
In compliance with French law, McDonald's France will run a sweepstakes for Big Mac customers with music downloads as prizes.
The Big Mac Meal Tracks program is part of McDonald's worldwide Big Mac celebration, taking place in all McDonald's countries in June and July. "Big Mac Meal Tracks is not only McDonald's first multi-national music promotion, it is the first time that a music program of this scale is being offered to consumers in multiple countries around the world," said Dean Barrett, McDonald's Senior Vice President, Global Brand Business. "Only McDonald's, with our unequaled restaurant presence in 119 countries, and Sony Connect, with its technical knowledge and expertise, could make this happen."
McDonald's will aggressively support the Big Mac Meal Tracks program. This includes a new global television commercial by Leo Burnett featuring high-tech special effects and a cameo appearance by superstar Justin Timberlake. It will air in the U.S., Puerto Rico and Canada beginning June 7, with other countries to follow. Radio advertising, in-store merchandising and special Big Mac packaging will further promote the program.
"We are delighted to be partnering with McDonald's on this innovative promotion, which will introduce millions of McDonald's consumers throughout North America and Europe to Sony's new Connect music store, which features their favorite artists and music," said Jay Samit, General Manager, Sony Connect Inc.
This campaign by McDonald's will promote legal downloads, which is beneficial both to the entertainment industry and music fans around the world." McDonald's and Sony are both strong consumer brands globally, and we look forward to exploring more opportunities in other areas in the future," added Light.
Sony Connect Inc., based in Santa Monica, California, is a subsidiary of Sony Corporation of America. Connect Europe is based in Berlin and operated by Sony Network Services Europe, a division of Sony UK Ltd. The service will be launched later this month and will offer consumers hundreds of thousands of music tracks from major label and independent artists, as well as the ability to enjoy that content on a wide range of digital music devices that are priced to suit any lifestyle.
