I read an interesting article last week in the Hollywood Reporter -- seems McDonald's
Instead, the burger-flipping concern wants to customize promotions in a way that organically includes the brand equity of Ronald's chain in a more extroverted fashion -- the phrase used was "entertaining marketing." Barrett was addressing a conference put on by the Promotion Marketing Association, and he used the example of the "I'm Lovin' It" program, featuring Justin Timberlake, which successfully connected with the valuable demographics associated with Viacom's
The essential implication is obvious: McDonald's is wary of just hawking merchandise and properties for others. And I have to imagine that the exclusive promotional pact that the company entered into years ago with Disney
Sure, Disney is a great partner and has added a ton of value to the Golden Arches, but the cost of lost opportunities is a concern. For example, McDonald's might have made a better promotional partner with Lucasfilm and Fox
What McDonald's wants is more than understandable. Think about it: When the Monopoly game is on, who benefits more -- the home of the Big Mac, or Hasbro
McDonald's is certainly upping the ante in terms of making its restaurants a differentiated piece of fast-food real estate. Ronald means business. He's ready to offer a DVD to go with your cheeseburger or include a rocking tune with your Happy Meal. McDonald's is also interested, according to Barrett, in finding a way to work with Pixar
I can't wait to see where this new attitude leads McDonald's (hopefully to a higher share price, of course). But a big word of caution: Before the powers that be get too caught up in brainstorming new promotional schemes, make sure the product tastes good and is served as quickly as possible. That's the bottom line with the fans of food served fast.
Fool contributor Steven Mallas owns shares of Disney.