mcdonald's has for decades maintained an extensive advertising campaign. In addition to the usual media (television, radio, and newspaper), the company makes significant use of billboards and signage, sponsors sporting events from ranging from Little League to the Olympic Games, and makes coolers of orange drink with their logo available for local events of all kinds. Nonetheless, television has always played a central role in the company's advertising strategy. To date, McDonald's has used 23 different slogans in United States advertising, as well as a few other slogans for select countries and regions. At times, it has run into trouble with its campaigns.
i'm lovin' it is an international branding campaign by McDonald's Corporation. It was created by Heye & Partner, a longtime McDonald's agency based in Unterhaching, Germany, near Munich, and a member of the DDB Worldwide Communications Group, Inc. It was the company's first global advertising campaign and was launched in Munich, Germany on September 2, 2003, under the German title ich liebe es. The English part of the campaign was launched on September 29, 2003 with the music of Tom Batoy and Franco Tortora (Mona Davis Music) and vocals by Justin Timberlake, in which the slogan appears. In 2007, after a public casting call which received 15,000 submissions, McDonald's selected 24 people to appear as part of the campaign.[5] Images of those chosen, who had submitted a story and digital photograph which "capture[d] ... themes of inspiration, passion and fun," appear on McDonald's paper bags and cups worldwide.
| McDonald's | |
|---|---|
 | |
| Type | Public (NYSE: MCD) |
| Founded | May 15, 1940 in San Bernardino, California |
| Founder | Dick and Mac McDonald |
| Headquarters | Oak Brook, Illinois, USA |
| No. of locations | 31,000+ worldwide[1] |
| Key people | Ray Kroc, corporate founder Andrew J. McKenna Sr. Chairman Jim Skinner Vice Chairman/CEO Ralph Alvarez, president/COO UK CEO, Steve EasterBrook Vice CEO and COO David Fairhurst |
| Industry | Restaurants |
| Products | Fast Food (hamburgers • chicken • french fries • soft drinks • milkshakes • salads • desserts • breakfast) |
| Revenue | ▲ $22.79 billion USD (2008)[2] |
| Operating income | ▲ $14.445 billion USD (2006)[2] |
| Net income | ▲ $3.544 billion USD (2006)[2] |
| Employees | 465,000 (2005)[2] |
| Slogan | i'm lovin' it |
| Website | www.mcdonalds.com |
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