McDonald's® Teams With Justin Timberlake on Worldwide 'i'm lovin' it™' Brand Campaign
Commercials, Concerts, Charity Work Highlight Multi-Tiered Partnership
Sep 2, 2003
McDonald's (NYSE: MCD) is loving Justin Timberlake as part of its new marketing appeal to today's customers, culture and lifestyles. The Golden Arches has announced a multi- tiered international partnership with this superstar tied to McDonald's unprecedented worldwide brand campaign, "i'm lovin' it," launching in more than 100 countries beginning this month.
"Justin Timberlake is perfect for the McDonald's brand and our 'i'm lovin' it' campaign, which is all about connecting with our customers in fresh, modern, relevant ways," said Larry Light, McDonald's Executive Vice President and Global Chief Marketing Officer. "As one of music's hottest young stars, Justin Timberlake is absolutely connected to today's consumer attitudes and trends. His cultural relevance is right in tune with McDonald's new direction."
The pop superstar and 2003 Triple MTV Video Music Award Winner will record the vocals for several of McDonald's new "i'm lovin' it" commercials and appear in cameo roles throughout the new campaign. In addition, McDonald's plans to sponsor the 35-city Justin Timberlake 2003 European tour, which kicks off in November in Germany.
"I love what McDonald's is doing with this new campaign and it's cool to be part of it," said Timberlake. "We share the same crowd -- people who like to have fun -- and that's what this new partnership is all about."
McDonald's will work with Timberlake to develop new and innovative ways to reach and connect with today's young customers and today's pop culture. In addition, he will be involved in activities to support Ronald McDonald House Charities, World Children's Day at McDonald's worldwide fundraiser on November 20th, and McDonald's global sports sponsorships including FIFA World Cup and the Olympic Games.
"i'm lovin' it" Rolls Out Worldwide
McDonald's "i'm lovin' it" campaign marks a key milestone in McDonald's marketing revitalization process. A cornerstone of the campaign is a series of new commercials featuring vocals by Timberlake debuting today in Munich, Germany and rolling out in McDonald's countries worldwide throughout the month. The U.S. launch is scheduled for September 29. It is the first time in McDonald's history that a single set of commercials will be used concurrently around the world. Moving forward, McDonald's countries will incorporate the "i'm lovin' it" theme into advertising, promotions, public relations, restaurant merchandising and overall brand communications initiatives.
"When we marshal our creative talent, resources and worldwide infrastructure McDonald's is unbeatable," said Light. "We're moving this Brand into the 21st Century in a way that's fun and exciting for customers worldwide. The good news is this is just the beginning. There is much more to come as we build our future on a platform of unprecedented Brand strength and confidence."
Justin Timberlake became an international superstar well before his 21st birthday. As one fifth of the multi-platinum group *NSYNC, he's responsible for the monster hits "Pop," "Gone" and "Girlfriend," among others, and has sold more than 30 million albums worldwide. He first partnered with McDonald's during his time with *NSYNC. As a gifted solo artist, he has released the multi-platinum and Grammy nominated CD Justified and has produced hit single after hit single including "Like I Love You," "Rock Your Body" and "Cry Me A River." Timberlake begins his McDonald's sponsored tour this November, which will visit some 35 cities across Europe.
McDonald's is the world's leading food service retailer with more than 30,000 local McDonald's restaurants serving 47 million customers each day in more than 100 countries. More than 80 percent of McDonald's restaurants around the world are owned and operated by independent, local businessmen and women.
A satellite feed with a preview of the new commercials is available at 2:00 p.m. EDT (8:00 p.m. local Munich time).
Video highlights from the unveiling of McDonald's new campaign and Justin Timberlake announcement will also be available via satellite at 6:10 p.m. EDT (12:10 a.m. local Munich time). Please see next page for satellite information.
Global Satellite Distribution
Satellite Coordinates for B-roll 1 (New McDonald's "i'm lovin' it™" Commercials Sneak Preview Feed):
Feed: September 2: 1800-1815 GMT 2000-2015 Local Germany Time 1410-1425 Eastern Daylight (2:00-2:15 PM ET) Asia-Pacific Region: Europe Region: Asiasat2 Eutelsat W1 Orbital Position: 100.50 East Orbital Position: 10 East Transponder: 5B Transponder: F4 Assigned Bandwidth: 9 MHz Assigned Bandwidth: 9MHz Downlink Freq: 3,799 MHz Downlink Freq: 12,629.6 Downlink Polarization: Horizontal Downlink Polarization: Vertical FEC: 3/4 FEC: 3/4 Symbol Rate: 5.6320 Symbol Rate: 5.6320 Latin America Region: North America Region: Panamsat 9 Telstar 6 Orbital Position: 58W Transponder 24 C-Band Transponder: 11C Orbital Slot: 93 Degrees WL Assigned Bandwidth: 9 MHz Bandwidth: 36 MHz Downlink Freq: 3,907.625 MHz Uplink Freq: 6405 Vertical Downlink Polarization: Vertical Downlink: 4180 Horizontal FEC: 3/4 Symbol Rate: 5.6320
Satellite Coordinates for B-roll 2 (Global Launch Event Highlights Feed from Munich, Germany):
Feed 1: September 2 Feed 2: September 3 2210 - 2225 GMT 1030 - 1045 GMT 0010 - 0025 Local Germany Time 1230 - 1245 Local Germany Time (Sept 3rd) 1810 - 1825 Eastern Daylight Time 0630 - 0645 Eastern Daylight Time Asia-Pacific/Middle East Region: Europe Region: Asiasat 2 Eutelsat W1 Orbital Position: 100.50 East Orbital Position: 10 East Transponder: 5B Transponder: F4 Assigned Bandwidth: 9 MHz Assigned Bandwidth: 9 MHz Downlink Freq: 3,799 MHz Downlink Freq: 12,629.6 MHz Downlink Polarization: Horizontal Downlink Polarization: Vertical FEC: 3/4 FEC: 3/4 Symbol Rate: 5.6320 Symbol Rate: 5.6320 Latin America Region: Panamsat 9 Orbital Position: 58 West Transponder: 11C Assigned Bandwidth: 9 MHz Downlink Freq: 3,907.625 MHz Downlink Polarization: Vertical FEC: 3/4 Symbol Rate: 5.6320 North America Region: Sept 2nd - 1810-1825 ET Sept 3rd - 0630-0645 ET Telstar 6 Trans. 15 C-Band Telstar 6 Trans. 19 C-Band Orbital Slot: 93 Degrees WL Orbital Slot: 93 Degrees WL Bandwidth: 36 MHz Bandwidth: 36 MHz Uplink Freq: 6225 Horizontal Uplink Freq: 6305 Horizontal Downlink Freq: 4000 Vertical Downlink Freq: 4080 VerticalPhoto: NewsCom: http://www.newscom.com/cgi-bin/prnh/20030902/CGTU046
AP PhotoExpress Network: PRN1
PRN Photo Desk, email@example.com
SOURCE: McDonald's Corporation
CONTACT: Media, Anna Rozenich of McDonald's, +1-630-623-7316, or Diane
Briskin of Dan Klores Communications, +1-212-981-5224
Web site: http://www.mcdonalds.com/