MCDONALD'S GOES ON-LINE
By Adnews Staff
U.S.-based McDonald's Corp. has gone on-line to talk about parenting and family life. Households with a computer and modem can dial up the McFamily site to view seasonal ideas for family activities, a "Helping Others" section that includes information about Ronald McDonald House, and a "Hey Kids" area with an on-line art gallery and contests for children. In addition, users can order McDonald's licensed merchandise and find out what future Happy Meal prizes will be. Still to come are tips on household and crib safety. Parenting magazines may be contributing editorial material. McFamily is an extension of the McMoms mailing piece to customers. McDonald's is hoping to increase its database with this on-line site, now on America Online and soon to be on the Microsoft Network. The company is looking at the possibility of an Internet site. This isn't the first time McDonald's has gone on-line. Last fall, the restaurant chain was a sponsor of a service provided by General Electric's NBC network which gave previews of new prime-time series. There was also a contest, and users could download a half-minute McDonald's commercial.