McDonald's Targets Musical Youth

14 February 2005

The purveyor of burgers to the planet hopes to enhance its flagging sales with "multi-dimensional marketing", McDonald's-speak for a deal struck with music TV company MTV Networks to reach young people worldwide.

A new show, MTV Advance Warning, will appear once a month featuring new musical talent and McDonald's advertising imagery, including the famous golden arches logo and the "I'm Lovin' It" slogan. It starts in Europe and Asia later this month and has already aired in the US and Latin America.

The fast food giant's global marketing chief Larry Light says the MTV partnership is part of a wider effort by McDonald's to find new means and different media to promote its brand, in addition to traditional television commercials.

The move comes amid threats from regulators to impose tougher restrictions on food advertising because of concern over rising obesity levels in children.

Data sourced from Financial Times online; additional content by WARC staff