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BizReport : Advertising archives : February 02, 2007

McDonald's launches talent search on YouTube

Joining CBS in its use of YouTube to promote contests is fastfood giant McDonald’s.

by Helen Leggatt

Recently, CBS used YouTube to promote a contest in which entrants could win a 15 minute time slot during the Super Bowl coverage. Now, McDonald’s is promoting a new Snack Wrap with a YouTube talent search entitled “It’s Your Break”. There is no means of entry, it is assumed that McDonald's will trawl the site looking for potential winners out of videos uploaded in the next two weeks. The prize? The winning clip will be the main feature of the YouTube homepage on February 19th. That's quite some exposure for the winner.

"This is an effort to honor the YouTube community and the millions of talented video directors that aren't afraid to share their talent with the world," said a spokesperson for McDonald’s (via MediaPost).

The contest will be promoted on YouTube via banner ads, search pages, McDonald’s Snack Wrap Channel and the "It's Your Break" YouTube webpage.

This is the latest in a string of YouTube contest tie-ups, including those with Southwest Airlines, Cingular/ABC and Cadillac.

Tags: contest, McDonald's, social marketing, user-generated, video, YouTube

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