By integrating the McDonald's brand into energising, experiential programming content, targeted towards our core audience, we were able to deliver on all the themes of the "I'm Lovin' It" message. We took it a step further by engaging the local community in our event. The teams, crew and customers within the local franchises and during interviews with the local media.

This groundbreaking content initiative incorporated the McDonald's brand within an exciting, fast-paced television environment. As the celebrity host of the Road Rally, Ronald McDonald was reintroduced to the target audience. Additionally, significant unpaid news coverage was generated throughout BC through newspaper articles, live interviews with contestants, and cut-ins on local TV programmes.