McDonald’s links with Sony for free music downloads
Big Mac Meal Tracks promotion launches
McDonald’s has gone into partnership with Sony to launch a global music download promotion that will see millions of free internet downloads given away with Big Mac meals at the fast food giant’s outlets.
The McDonald’s Big Mac Meal Tracks promotion launches on June 8 in the US and Canada. Sony Europe and McDonald’s will launch the promotion in the UK, France, and Germany in early July, with the promotion to roll out to other countries through the year.
Downloads will be offered through Sony’s connect.com website, with the promotion offering the music giant a major opportunity to catch-up with rival Apple in taking a share of the fast-growing legal music download market.
The initial promotion is part of McDonald’s worldwide Big Mac Celebration, taking place in June and July. The promotion is expected to initially run for six to ten weeks in participating countries, but music downloads seem set to become a routine part of McDonald’s marketing armoury.
Customers buying a Big Mac Extra Value Meal at participating McDonald’s restaurants will be given a card with an access code worth one free song download at the Connect online music store. In France, to comply with the law, McDonald’s France will run a sweepstakes with music downloads as prizes.
Larry Light, McDonald’s executive vice president and global chief marketing officer, said: “Our partnership with Sony Connect on this very exciting and relevant music event continues our commitment to surprising and delighting customers with fun and unique restaurant experiences.
“Music continues to be at the forefront of our leadership marketing strategy. As the first to take a programme like this across borders to six countries, we are achieving our goal of creating ideas that are ‘first, big, best’ in music, fashion, entertainment and sports, areas of high interest to our customers.”
Dean Barrett, McDonald’s senior vice president, global brand business, said: “Big Mac Meal Tracks is not only McDonald’s first multi-national music promotion, it is the first time that a music program of this scale is being offered to consumers in multiple countries around the world.
“Only McDonald’s, with our unequalled restaurant presence in 119 countries, and Sony Connect, with its technical knowledge and expertise, could make this happen.”
A new global television advert featuring an appearance by music star Justin Timberlake has been made to spotlight the promotion, supported by radio advertising, in-store merchandising and special Big Mac packaging.
[img r]sonyconnect.jpg[/img]Jay Samit, general manager, Sony Connect, said: “We are delighted to be partnering with McDonald’s on this innovative promotion, which will introduce millions of McDonald’s consumers throughout North America and Europe to Sony’s new Connect music store, which features their favourite artists and music.
“This campaign by McDonald’s will promote legal downloads, which is beneficial both to the entertainment industry and music fans around the world.”
