McD Tech-Friendly with Cendant, AT&T, RS

Brandweek,  Oct 26, 1998  by Tobi Elkin

Tags: AT&T Corp., Cendant Corp., computer

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Aiming to promote computer education among parents with preschoolers, McDonald's will intro a "Getting Comfortable With Computers" Happy Meal promotion Oct. 30, offering families a chance at one of 20 grand prize packages that include a Compaq PC from RadioShack, Cendant Software titles and six months of free Internet service from AT&T WorldNet.

The promo, via Targeted Marketing Solutions, Boston, represents the second in McDonald's "Parent Source Series" of promos and value-added pamphlets, and the first tech-oriented program for Happy Meals. This spring, McDonald's launched a "Safe & Sane Driving" promo in conjunction with GM's Chevy division. Running through Nov. 5, the PC promo will feature a pamphlet affixed to 15 million Happy Meal bags across the burger giant's roughly 13,000 U.S. outlets. McDonald's partners get flagged on trayliners, table tents, banners and bags during the promo, which targets parents of preschool-age kids and beyond.

McDonald's plans no national ad support for the promo.

The booklet, published with assistance from the U.S. Department of Education, is packed with definitions of computer terms like "modem" and "processor speed," tips for age-appropriate computer activities, family-oriented computer publications and Web sites, a coupon for free alkaline batteries at RadioShack, a subscription offer for AT&T WorldNet service and the sweepstakes entry form. Secondary prizes include two JumpStart CD-ROMs from Cendant's Knowledge Adventure unit and McDonald's Happy Meals. Knowledge Adventure, through an 800number offer on the back of the booklet, dangles a free JumpStart Preschool CD-ROM, aimed at 2-to 4-year-olds, and callers will be offered another discounted title.

"We really want to become relevant to buyers outside the store, appealing to more people who haven't even bought a computer yet," said Steve Tortolani, vp-marketing at Knowledge Adventure.

RadioShack will distribute the pamphlet at its stores and honor a free battery offer when families come in and test drive a Compaq Creative Learning Series computer.

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