McDonald’s launched the extremely successful --- I’m Lovin’ It Live --- campaign in March and February 2005 at ski resorts in Alberta, BC, Ontario and Quebec. This adrenaline packed tour hit more than 40 snow parks in Canada. There was excitement in the air with pro riders showing their latest moves and sharing tips and advice. DJ Sprite was also on site pumping out rap, hip-hop and techno.
Participants were able to try the latest gear while listening to phat beats by live DJ’s. There were also opportunities to try on tips from Rossignol ski and snowboard experts, with boards and skis available on site. Pro Riders showed off their best moves three times a day at 12:00, 1:00 and 2:00 pm. After each demo it was the participant’s opportunity to catch the eye of a Pro Rider and head home with a prize. The prizes included Billabong and Rossignol caps, hats, belts, backpacks, video’s and t-shirts.
McDonald’s partnered with Snowboard.com to increase awareness and drive members to the exciting events. Snowboard.com provided McDonald’s with ROS advertising using skyscraper, leaderboard, big box rectangles and mini-roadblock’s viewed only by Canadian members.
Henderson Robb worked with OMD – McDonald’s Media Buying Agency - to ensure the media was delivered and targeted specifically to McDonald’s specifications. The Snowboard.com technical team delivered and the Snowboard.com audience responded.
According to OMD, “the feedback we are getting for completed stops has been fantastic.”
McDonald’s plans to leverage the Snowboard.com network in future youth oriented/adventure sport themed campaigns.
