McDonald’s in web venture

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.

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

the future.



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 web.



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

involvement.



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.



McDonald’s budget for the web activity was not disclosed.



The address of the new site is www.ourtownstory.co.uk.



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