Innovative ad forms during the European Championship
June 2004
SevenOne Media, marketer of the ProSiebenSat.1-Group, has realized an extensive special ad form-package for the gastronomy chain McDonald’s in the framework of the European Soccer Championship 2004 including the UEFA Under 21 Championship.
Telepromotions aired in the context of the U21 European Championship 2004 on Sat.1 form the prelude of the communication activities. In the three-minute, editorially designed ad Mcdonald’s presents five boys who escort the German national football team when coming in to the stadium during the European Championship matches in Portugal. The winners were chosen by McDonald’s among about 400,000 applicants in the run-up. In addition, the gastronomy chain invites young soccer fans to apply for another position in the soccer escort. The telepromotions will be broadcasted on Sat.1 directly before the respective matches on May 28th, 2004, May 30th, 2004 and June 2nd, 2004 - another two episodes will follow depending on qualification of the German junior national team. Additionally another six telepromotions will be aired on ProSieben and Kabel 1. On both stations the telepromotions will be broadcasted in a slighty modified form after the ProSieben-Disney-time [period: 6-12-2004 and 6-19-2004] and the Kabel 1 cartoon program [period: 6-12-2004; 6-13-2004; 6-19-2004; 6-20-2004].
Furthermore, McDonald’s acts as title patron of the comedy-format 'THE BIG KICK – die McDonald’s EM-Comedy mit Biss' ['The McDonald’s European Championship-comedy with bite']. As of June 14th, 2004 famous comedians and soccer stars will discuss live the hottest topics of the European Championship in Portugal from Monday to Friday between 07:45 p.m. and 08:15 p.m. respectively. Lou Richter is host of the funny European Championship-“regular´s table“. Numerous trailers referring to the soccer-comedy-event will create additional awareness.
In the framework of the comedy-program 'THE BIG KICK - die McDonald’s EM-Comedy mit Biss' McDonald’s raffles also altogether 19 travels to Portugal for the European Soccer Championship via SMS-contest as well as ten coupons of 50 Euro daily, which can be encashed in all McDonald’s-restaurants.
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