McDonald’s, Dreamworks forge global marketing relationship

DreamWorks Animation and fast food major McDonald have announced a two-year worldwide marketing and promotional relationship. The first film associated with the tie-in will be Shrek 3, slated for release in 2007. This will include such signature promotions as McDonald’s Happy Meals. The partnership gives McDonald’s worldwide promotional rights to new DreamWorks animated properties. DreamWorks Animation CEO Jeffrey Katzenberg says, “It is a privilege for DreamWorks to be partnering with McDonald’s. McDonald’s is one of the greatest companies and most recognised brands anywhere in the world. The broad appeal of our movies, coupled with the reach of the Golden Arches, will enable us to create further excitement and anticipation for our films, for millions and millions of people worldwide.” As part of the promotional agreement, DreamWorks will create original animation for some McDonald’s commercials. In addition, DreamWorks will work with McDonald’s to support the company’s balanced active lifestyles programme. McDonald’s president and COO Mike Roberts says, “With today’s announcement, McDonald’s is adding DreamWorks to our long and rich tradition of offering customers the most exciting and relevant entertainment properties.” McDonald’s is a global food service retailer with more than 30,000 local restaurants in more than 100 countries. Approximately 70 per cent of McDonald’s restaurants worldwide are owned and operated by independent, local businessmen and women.

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