McDonald's Happy Meals Go Digital!
In conjunction with Fuel Industries, McDonald's Europe is launching digital "toys" for Happy Meals through April and May.
The "Fairies and Dragons" universe (for girls and boys, respectively) can be accessed via CD-ROMs inside old-school McD's Happy Meals. The campaign and associated characters are original creations by Fuel (for mommies who get moody about rampant product placement).
Once the disk is inserted in a computer, characters can be pursued and played-with across the desktop. Kids follow clues that grant them access to games in the make-believe universe.
Fairies and Dragons will also be easy to distribute worldwide because the characters communicate without language. At outset, the campaign will go live in 49 countries.
Hrm. That's way better than plastic 101 Dalmatians drinking cups. Oh, what we'd give for a European Happy Meal right now.