Box TV and McDonald’s McFlurry deliver new summer music programming
July 2, 2013
In a unique partnership brokered by OMD Fuse, Box TV has joined forces with McDonald’s McFlurry to commission a new music entertainment show, McFlurry Music Mix Up. Presented by 4Music duo, Rickie and Melvin, the two 60-minute shows mix pop music knowledge, the hottest celebrity guests and live performances.
Filmed at two iconic venues in the UK, Alexandra Palace in London and Liverpool’s Sefton Park, McFlurry Music Mix Up is a funny, tongue-in-cheek, irreverent and entertaining show for all discerning pop fans. Kicking off with an interactive music quiz where celebrity guests will participate in fun challenges, each show will culminate in two live performances from the music guests.
OMD UK’s sport and entertainment division, Fuse, have been working alongside Bauer Media to develop and implement the show’s activation strategy. To complement the show, an interactive consumer experience has been developed, giving McDonald’s customers exclusive online content when they purchase a limited edition McFlurry. By scanning the QR code on the McFlurry cup, consumers will be directed to the McFlurry Music Mix Up online hub, created by Bauer Media’s digital team, where they can view unique content and be in with a chance to win ‘money can’t buy’ prizes including VIP tickets to the live shows.
Sinead Dean, brand solutions manager at Box TV, said: “McFlurry Music Mix Up is a perfect example of how Box TV is working with innovative partners to create engaging TV and online content. We are continuing to offer brands great promotional options on and offline. We’re excited that McDonald’s is one of the first brands to experience the benefits of our new streaming player where we can now create more commercial opportunities through bespoke programming and content.”
Julie Wright, business development and commercial director at Box TV, said: “We are always looking to create new programming where we can offer music labels more relevant exposure for their roster of talent. McFlurry Music Mix Up will be hitting the screens at the peak of the summer festival season, engaging the surge of music fans who are actively seeking out brand new music content. At Box TV, we’re totally committed to being the UK’s no.1 innovator in music TV, and this is another fresh format with smart commercial integration.”
Alistair Macrow, Vice President Marketing at McDonald’s UK, said: “We know that our customers love our food but we’re always looking for ways bringing added value and an extra dimension to our customers’ experience. The McFlurry Music Mix Up delivers fresh, fun content that’s in-step with our customers and showcases McFlurry as the number one choice for that summer treat.”
Lydia Dewdney-Pala, Senior Creative Account Manager, Bauer Access, said: “We have built up a fantastic brand partnership over the last few years with McDonald’s McFlurry, and this year is even more exciting than the last. Our digital hub and competition provide a really engaging way for our audience to get involved in what looks set to be a really fun, lively and relevant summer show with great acts and brilliant content. We are all really excited about another year of great McFlurry activity and look forward to seeing some great results.”
In addition to the product integration, the show will be promoted through bespoke TV commercials and Facebook activity, planned and bought by OMD UK, as well as through Bauer’s own online and mobile platforms.