Local tutorial school Beacon College has launched a new campaign on McDonald’s LCD screen network, in an attempt to promote awareness of its English teaching capabilities.
Twenty 45-second clips are running across 85 McDonald’s restaurants, featuring the English words for items found in McDonald’s restaurants. “The educational content sponsorship will increase the tutorial school’s brand awareness among the youngsters,” said Carmen Li, senior marketing executive at Hotmedia, the digital agency which oversees the projects. Hotmedia owns the TV platform in McDonald’s restaurants.
Written by Benjamin Li, Reporter at Media Magazine
Media: Beacon College Kicks of outdoor drive (14-Oct-08, 16:53)
Topic of the 20 episodes
| 1. Hash Browns | 6. Wi-Fi | 11. Napkin | 16. Latte/ Cappuccino |
| 2. Fries | 7. Hamburger | 12. Buns | 17. Filet-O-Fish/ McCrispy Chicken Filet |
| 3. Big Mac | 8. Shake | 13. Soft Drink | 18. McBrew Tea |
| 4. Green Salad | 9. Crew | 14. Ground Coffee | 19. McNugget |
| 5. Straw | 10. Double Quarter Pounder | 15. Fudge Sundae | 20. Knowledge of Coffee |
Campaign Period20th Oct 2008 – 8th Mar 2009 No. of Locations85 branches of McDonald’s 24-hour restaurants No. of Displays139 digital displays Broadcasting Time11:00 – 02:00 |
No. of Insertions1 spot per hour per display No. of Episodes20 episodes Duration45-sec per episode |
