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May 31, 2005
McD: what's the fruit buzz?

McDonald's is running a six weeks online campaign to promote its new Fruit & Walnut Salad and target African-American women. ClickZ reports the creativity is by ImagineThat which together with McD's multicultural marketing agency Burrell, developed a series of engaging rich media that include a quick and easy gaming mechanism.

The first results are pretty good despite the rather intrusive format the food chain has decided to use. In particular, McD is using the United Virtualities' Ooqa-Ooqa branded-browser takeover which replaces the page standard navigation with a McDonald's themed navigation. This format is exclusively running on however, once again the only supported browser is Internet Explorer so I cannot see how this technology works :-(

Comments on this entry

Think it's a very deceptive ad campaign.
The pop-up's images are in low quality.
The game itself is not very original, you've got a sort of bowl you've to use to catch salad's components which are falling from the top of the screen... you can't compare your score to others, can't challenge your friend. In my opinion the only reason of the pretty good result is that they use a vrey intrusive format.

Posted by: Nenelle at June 1, 2005 03:41 PM


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