OAK BROOK Ill. McDonald's Corp. is targeting young males with an interactive online marketing program called "Burgercon," urging them to "challenge another friend" to eat at McDonald's by e-mailing the webside address www.burgerconitson.com to them.
The site features a heavy-metal-themed plug for the heft of the chain's burgers, delivered in a tongue-in-cheek style.
The campaign also uses pre-roll video ads and banners and is running on such websites as www.nba.com, www.tmz.com and www.yahoomusic.com The campaign combines visuals and vocals to give a visit to McDonald's "the aura of a Motley Crue concert," according to a report in Adweek.
Tribal DDB of Chicago created the campaign.