Promo - August 2008 - (Page 8) 10 Nature’s Best 12 retail 14 Interactive 16 Experiential THE PLAYERS Chinese entertainers perform in front of a giant Coke bottle made of LED screens in a busy Beijing retail center. turf war Olympics open door to winning over locals/Richard Tedesco for u.s. companies, olympics sponsorships strengthen their global profile, while providing a chance to score points with TV viewers on the home front. But marketers are raising their flags around the 2008 Beijing Summer Olympics to build business in China as avidly as they have clung to the Stars and Stripes in past Olympics. McDonald’s is capping its China-based marketing with a “China Wins, You Win” promotion, putting that phrase and game pieces on cups and sandwich cartons. Some game pieces offer a variety of prizes from companion sponsors if Chinese athletes win any Olympic event. Other game pieces provide instant prizes of food or beverages. Beijing buses will be wrapped with the McDonald’s arches, and a large electronic billboard will also plug the fast food chain in a busy downtown location. The capper: Chinese customers will be able to watch the games at 630 McDonald’s where TV screens are being installed for the big event—the result of a deal with CCTV, the Chinese national broadcast service. “We have a phenomenal platform to make the most of the Olympics by creating a place where people can gather and watch the games,” says McDonald’s China spokesperson Lisa Howard. With 80% of McDonald’s 940 restaurants in China open on a 24/7 basis, that figures to solidify its Olympics connection. McDonald’s orchestrated a synchronized cheer among 1,200 Beijing college students to set a Guinness World Record as part of a celebration 100 days in advance of the start of the games this month. Crews in Chinese McDonald’s will be shouting Olympics cheers at their stations behind the counters. MARKET SATURATION Meanwhile, Coca-Cola is pulling out the stops for its global ini- 8 August 2008 / WWW.PROMOMAGAZINE.COM / Promo http://www.promomagazine.com
Table of Contents Feed for the Digital Edition of Promo - August 2008 Promo - August 2008 Contents Editor's Note Turf War Have You Seen Us? Film Fest Print on the Run Always Ready, Always There The Personal Touch Commentary College Bound Shakin' It Up Q&A: The Summer of Slurpee ¡Conectado! Resource Center The Agency Center Customer Care Index of Advertisers Promo - August 2008 Promo - August 2008 - Promo - August 2008 (Page Cover1) Promo - August 2008 - Promo - August 2008 (Page Cover2) Promo - August 2008 - Contents (Page 3) Promo - August 2008 - Contents (Page 4) Promo - August 2008 - Contents (Page 5) Promo - August 2008 - Editor's Note (Page 6) Promo - August 2008 - Editor's Note (Page 7) Promo - August 2008 - Turf War (Page 8) Promo - August 2008 - Turf War (Page 9) Promo - August 2008 - Have You Seen Us? (Page 10) Promo - August 2008 - Have You Seen Us? (Page 11) Promo - August 2008 - Film Fest (Page 12) Promo - August 2008 - Film Fest (Page 13) Promo - August 2008 - Print on the Run (Page 14) Promo - August 2008 - Print on the Run (Page 15) Promo - August 2008 - Always Ready, Always There (Page 16) Promo - August 2008 - The Personal Touch (Page 17) Promo - August 2008 - Commentary (Page 18) Promo - August 2008 - Commentary (Page 19) Promo - August 2008 - Commentary (Page 20) Promo - August 2008 - Commentary (Page 21) Promo - August 2008 - College Bound (Page 22) Promo - August 2008 - College Bound (Page 23) Promo - August 2008 - College Bound (Page 24) Promo - August 2008 - College Bound (Page 25) Promo - August 2008 - Shakin' It Up (Page 26) Promo - August 2008 - Shakin' It Up (Page 27) Promo - August 2008 - Shakin' It Up (Page 28) Promo - August 2008 - Shakin' It Up (Page 29) Promo - August 2008 - Q&A: The Summer of Slurpee (Page 30) Promo - August 2008 - Q&A: The Summer of Slurpee (Page 31) Promo - August 2008 - ¡Conectado! (Page 32) Promo - August 2008 - ¡Conectado! (Page 33) Promo - August 2008 - ¡Conectado! (Page 34) Promo - August 2008 - ¡Conectado! (Page 35) Promo - August 2008 - The Agency Center (Page 36) Promo - August 2008 - The Agency Center (Page 37) Promo - August 2008 - The Agency Center (Page 38) Promo - August 2008 - The Agency Center (Page 39) Promo - August 2008 - The Agency Center (Page 40) Promo - August 2008 - The Agency Center (Page 41) Promo - August 2008 - The Agency Center (Page 42) Promo - August 2008 - Customer Care (Page 43) Promo - August 2008 - Customer Care (Page 44) Promo - August 2008 - Customer Care (Page 45) Promo - August 2008 - Customer Care (Page 46) Promo - August 2008 - Customer Care (Page 47) Promo - August 2008 - Customer Care (Page 48) Promo - August 2008 - Index of Advertisers (Page 49) Promo - August 2008 - Index of Advertisers (Page 50) Promo - August 2008 - Index of Advertisers (Page Cover3) Promo - August 2008 - Index of Advertisers (Page Cover4)
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