McWorld® the next world ? (for kids)
via vw.happymeal.com
The global partnership will span everything from a special Happy Meal that will take kids to an "Avatar"-branded site that will be part of the fast feeder's McWorld virtual world to a young-adult-oriented Big Mac tie-in that will redirect consumers to McDonalds.com/Avatar. McDonald's will support the promotion with two general-market TV spots as well ads for the Hispanic and Asian-American markets, general-market and African-American print and radio ads.
Extract from Advertising Age
