MCDONALD'S, CTV TEAM UP FOR MILLIONAIRE PROMOTION
By Adnews Staff
McDonald's Restaurants of Canada and CTV have teamed up for a contest tied-in to the game show Who Wants to Be a Millionaire. From April 19 to May 17, customers at McDonald's restaurants in Canada, except in Quebec, can play for a chance to win up to $1,000,000. Game cards will be included on Super Size or Millionaire Size packages of fries. Players scratch one of four boxes to answer the question. A 50/50 lifeline will be available to players via a Web site at <http://www.ctv.ca> where two of the wrong answers will be revealed. If players pick the right answer they can then scratch one of six prize boxes to see what they have won. High level prizes consist of cash from $100 to $1,000,000. Low level prizes consist of cash from $1 to $4 or $5 McDonald's gift certificates. Food prizes are also available. A 15-second pre-promotion television commercial will begin running on April 15. To coincide with the launch of the game, a national 30-second spot will break on April 19 and will be followed by two 15-second spots. In-restaurant materials featuring "Who Wants to be a Millionaire?" host Regis Philbin and a direct mail campaign in the Greater Toronto Area will also support the promotion. Advertising for McDonald's is done by Cossette Communication-Marketing. Public relations are handled by Weber Shandwick Worldwide. Both of these firms are Toronto-based.