McDonald's to promote ABC's 'Happy Hour' shows
September 10, 2002, 11:28 AM EDT
(South Florida Sun-Sentinel/AP) -- ABC Television and McDonald's Corp. are teaming to promote ABC's fall prime-time schedule.
McDonald's will tout the network's shows running during the 8 p.m. to 9 p.m. time period, which ABC is calling "Happy Hour."
Advertisements for the shows and questions for an accompanying sweepstakes quiz will appear on tray liners, bags, signs in drive-through windows and posters from Sept. 20 through Sept. 29. The sweepstakes runs from Sept. 23 through Oct.7.
ABC will support the campaign with on-air ads telling viewers to participate in the quiz either by answering questions on its Web site, ABC.com, or by completing an entry form at a participating McDonald's restaurant.
The Walt Disney Co., which owns ABC, has a long-standing relationship with McDonald's to promote its films and television shows. The restaurant sponsored a game tied-in with ABC's quiz show, "Who Wants to be a Millionaire." But this is believed to be the first time a network has promoted an entire time slot.
The network has been struggling over the past year and dropped to third in the overall ratings. It fell to fourth behind Fox Broadcasting in the key demographic of viewers between the ages of 18-49.
Disney has marshaled its vast marketing resources to tout the network's fall schedule in its ESPN Zone restaurants, its domestic theme parks and its Disney stores.
As part of the deal, ABC is producing promotional spots for McDonald's to run on the network explaining the sweepstakes and McDonald's will also buy advertising time during the "Happy Hour" block of shows.
The companies did not disclose the value of the deal.
September 10, 2002, 11:28 AM EDT
(South Florida Sun-Sentinel/AP) -- ABC Television and McDonald's Corp. are teaming to promote ABC's fall prime-time schedule.
McDonald's will tout the network's shows running during the 8 p.m. to 9 p.m. time period, which ABC is calling "Happy Hour."
Advertisements for the shows and questions for an accompanying sweepstakes quiz will appear on tray liners, bags, signs in drive-through windows and posters from Sept. 20 through Sept. 29. The sweepstakes runs from Sept. 23 through Oct.7.
ABC will support the campaign with on-air ads telling viewers to participate in the quiz either by answering questions on its Web site, ABC.com, or by completing an entry form at a participating McDonald's restaurant.
The Walt Disney Co., which owns ABC, has a long-standing relationship with McDonald's to promote its films and television shows. The restaurant sponsored a game tied-in with ABC's quiz show, "Who Wants to be a Millionaire." But this is believed to be the first time a network has promoted an entire time slot.
The network has been struggling over the past year and dropped to third in the overall ratings. It fell to fourth behind Fox Broadcasting in the key demographic of viewers between the ages of 18-49.
Disney has marshaled its vast marketing resources to tout the network's fall schedule in its ESPN Zone restaurants, its domestic theme parks and its Disney stores.
As part of the deal, ABC is producing promotional spots for McDonald's to run on the network explaining the sweepstakes and McDonald's will also buy advertising time during the "Happy Hour" block of shows.
The companies did not disclose the value of the deal.