McDonald's Encourages Kids to Take "One Minute to Move It"

November 06, 2008

Global Children’s Well-Being Program Debuts with Launch of

DreamWorks Animation’s “Madagascar: Escape 2 Africa^™” Happy Meal^™ Event

If you had one minute of fun each day to help make a difference in your world, what would you do? That’s the question McDonald’s is asking kids and families as it launches One Minute to Move It – a global children’s well-being program designed to encourage kids to see what a difference a minute can make. The program launches in conjunction with McDonald’s global “Madagascar: Escape 2 Africa” Happy Meal promotion in participating restaurants worldwide. Featuring the spontaneous and energetic characters from the DreamWorks Animation SKG, Inc.’s (NYSE: DWA) film, One Minute to Move It empowers kids to take an active role in their own well-being by creating a minute of joyful self-expression.

McDonald’s will engage kids and families around the world with major family events in key markets; an interactive digital community for kids; specially designed, motion-activated Happy Meal toys; and in-restaurant displays. Movie characters will be featured on a variety of food choices worldwide, including fruit, vegetables and milk products to reach kids in a fun and responsible way. The countdown begins in North America on November 7 and rolls out around the globe through the first quarter of next year.

“One Minute to Move It encourages kids to take the first step – one minute – to do something they love like dancing, planting a flower, reading or writing, with the hope that it will provide inspiration for many more minutes to come,” said Mary Dillon, Global Chief Marketing Officer, McDonald’s. “This ‘fun-with-a-purpose’ program represents a fresh new approach to our ongoing commitment to children’s well-being.”

First-of-Its-Kind Global Research

McDonald’s One Minute to Move It program is based on key findings from a first-ever global research study, reaching over 5,000 children ages 6 to 12 and parents across Europe, Asia, Latin America and the United States. Through an independent research company, Just Kid, Inc., McDonald’s conducted the study to determine what motivates kids to be active, both physically and mentally, and what role McDonald’s can play in helping kids lead a balanced lifestyle. The results were clear and consistent worldwide – “joy of life” such as laughing, having fun and experiencing new things, and feeling “empowered” to make their own choices ranked the highest for both boys and girls across all ethnicities, ages and geographies.

“Kids’ health and well-being includes a number of dimensions such as laughing with their friends, having fun and helping others,” said Professor Paul Gately, Carnegie Professor of Exercise and Obesity at Leeds Metropolitan University and a member of McDonald’s Global Advisory Council, a group comprised of nutrition and well-being experts in the scientific and academic communities around the world. “One minute is a measurement that kids feel they can accomplish. This campaign focuses on the idea that in every hour there is one minute that we can make more meaningful.”

McDonald’s Online Kids’ Platform

To extend the fun and excitement of the program, kids can experience One Minute to Move It online at McDonald’s digital kids’ community, available at happymeal.com in North America and fun.mcdonalds.com in other areas of the world. The site will highlight characters from “Madagascar: Escape 2 Africa” to encourage kids to use their minute to make a difference in their lives.

The One Minute to Move It site will offer one-minute, interactive games; activity suggestions to stimulate kids’ “minutes;” and a “Minutes Played” collector to track minutes logged around the world. For the first time, “Madagascar: Escape 2 Africa” Happy Meal toys in some countries will also feature codes that allow kids to unlock special content on the site.

Global TV Commercial

McDonald’s will support the “Madagascar: Escape 2 Africa” Happy Meal promotion with an innovative new TV commercial featuring exclusive animation from DreamWorks. The safari-themed commercial features the hit theme song, “I Like to Move It” from the Madagascar franchise and encourages kids to continue the adventure online at happymeal.com in North America and fun.mcdonalds.com in other areas of the world where they can choose from three alternate endings. The commercial begins airing November 7 in the United States and in select countries throughout the coming months as the movie rolls out across the globe.

“Moving It” Around the World

Kids and families will have the opportunity to “Move It” in more than 100 participating McDonald’s markets worldwide. For example, in Australia, Mexico, Spain and Puerto Rico, key cities will host major celebrations to kick off One Minute to Move It. Customers in select markets will have the opportunity to be part of family fun events by participating in specially created One Minute to Move It activity stations at McDonald’s restaurants.

For the first time in the United States, Nickelodeon is producing a 30-second feature about McDonald’s One Minute to Move It with U.S. Olympic gymnast gold medalist Shawn Johnson. The feature will air on Nickelodeon, Nicktoons networks and Nick.com November 8-16. The Nickelodeon alliance expands in Australia with a One Minute to Move It event for kids and families at Dreamworld theme park in Australia’s Gold Coast during the week of December 15th.

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