McDonald’s Unveils Global ‘Shrek’ Movie Promotion

‘Milk-and-Apples’ Effort to Also Hype Burger Chain’s Healthful-Eating Choices

By Kate MacArthur

Published: May 08, 2007

CHICAGO (AdAge.com) — After nearly two years of hype and months of criticism from watchdog groups, McDonald’s Corp. today unveiled details of its promotional deal with Dreamworks Animation’s “Shrek the Third,” calling the global effort its “biggest-ever” for apples and milk and a launching pad for its children’s marketing platform.

The global campaign, which launches May 11 to support the film’s May 18 theatrical release, will appear in 100 countries through October. The multimedia promotion includes talking Shrek-themed Happy Meal toys (in eight languages), collectible glasses and a website where children can earn points for digital rewards by logging in how much physical activity they have done.Read the whole story