McDonald’s this week unveiled its first UK web initiative. The site
ties into its sponsorship of the millennium celebrations and positions
the brand as caring and community-focused.
The site supports McDonald’s ’Our Town Story’ project, part of the
Millennium Experience National Programme. Run in conjunction with over
2000 schools and community groups, ’Our Town Story’ encourages kids to
put on local performances relating to their history and their hopes for
Performances, which will be staged at the Dome throughout 2000, will be
taped and put on the web using video streaming technology.
In a bid to encourage more local involvement, teachers and students will
be able to upload projects on the history of their local community onto
The new site is also being used to highlight McDonald’s wider community
initiatives and sponsorship activities, including its Young Athletics
League programme and its positioning as the official restaurant of the
FA Premier League.
The site’s web address will feature on McDonald’s advertising, including
in-store material, in a bid to drive traffic to the site and encourage
Site design was handled by Hard Reality - the shop in which McDonald’s
ad agency Leo Burnett bought a minority interest late last year.
’’Our Town Story’ is a major part of our millennium programme - we
wanted to make sure it reached the whole country and the web is a great
way to do that,’ said Eddie Bensilum, head of communications at
McDonald’s budget for the web activity was not disclosed.
The address of the new site is www.ourtownstory.co.uk.