McDonald’s and MTV Networks announced a partnership that takes MTV’s new music talent showcase to nearly 400 million homes in 162 countries around the world. The collaboration launches with McDonald’s exclusive support of <em>MTV Advance Warning</em>, a program dedicated to introducing young adults to emerging artists in a new music format.
McDonald’s and MTV kicked-off the partnership with an exclusive launch party above MTV’s <em>Total Request Live</em> (TRL) London studios, featuring a live performance by musical group Lola Ray, an artist featured in <em>MTV Advance Warning</em>. Renowned Asian superstar Leehom Wang – who will be collaborating with MTV Advance Warning in Asia – was also on hand to perform. The global partnership with MTV adds another relevant dimension to McDonald’s “i’m lovin’ it” campaign and builds on the company’s connection to young adults’ passions – music, entertainment, sports and fashion.
<em>MTV Advance Warning</em> is a 12-episode, 30-minute monthly program that marks MTV’s first global platform dedicated to showcasing emerging music talent. The program has previously aired only in the U.S. and helped launch the careers there of numerous artists, including Joss Stone, Kanye West, Franz Ferdinand and Maroon 5 – all of whom have garnered worldwide attention and Grammy nominations.
Locally adapted versions of <em>MTV Advance Warning</em>, tailored specifically for MTV’s international audiences, will begin airing on MTV around the world starting this February in Europe.
“Partnering with MTV to create the first-ever global new music platform will enable McDonald’s to play a more relevant and credible role in the lives of young adults,” said Larry Light, McDonald’s Executive Vice President and Global Chief Marketing Officer.
Jonathan Patrick, Executive Vice President, MTV Networks International Marketing Partnerships, added, “<em>MTV Advance Warning</em> going global, in partnership with McDonald’s, will enable MTV’s audiences to be the first to see and hear the artists that we believe have the potential to achieve international success in 2005.”
In 2003, McDonald’s first attempted to forge a bond with young adults and the music world by establishing a partnership with pop star Justin Timberlake, who helped launch the “i’m lovin’ it” campaign by lending his talent to several global television commercials. McDonald’s continued the momentum through a relationship with Sony Connect – bringing the world of digital music directly to customers around the world. Last fall, McDonald’s announced a partnership with Destiny’s Child, the newest global voice of “i’m lovin’ it.”
<font size=1>Source: McDonald’s press release</font>