McDonald's.(online media use)(Brief Article)

Advertising Age, August, 2001 by MacArthur, Kate

Recent online media: E0nline.com, MTV.com, Rollingstone.com on Avantgo, Sony.com and Lycos.com wireless (Source: McDonald's)

Ad forms used: Banners, buttons, rich media units, skyscrapers with html units, dhtml

Agencies: Tribal DDB; Bcom3 Group's Starcom IP

Target audience: Varies

Online exposure: During promotion from April 19 through May 17, McDonalds.com had an average of 15.2 million ad impressions (Source: Jupiter)

Results: Company estimates a 20% click-through rate for the ``Millionaire'' game

Despite being initially slow to embrace the Internet, McDonald's is now moving its brand into the digital realm, using not only online advertising but dozens of new technologies from wireless payment systems to instant...

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