Sweet campaign

While having a McDonald's employee splash some cream and sugar in your morning coffee may sound like nothing to write home about, the fast food chain has launched two campaigns to promote the new feature for its Premium Roast Coffee, according to ClickZ.

McDonald's tasked Tribal DDB, Chicago to create the tongue-in-cheek TV, print, radio and digital ads, while it had agencies Moroch Partners and Inspire create a microsite revolving around a related "Morning Impaired" campaign and contest for consumers to submit their own videos.

The online media buy attempts to target viewers as they first log onto computers and check who won the previous night's American Idol or sports figures, with ads being bought on such morning destinations as AOL Instant Messenger, Fox and MSN.

The Morning Impaired Web site promotes not only McDonald's coffee but also the entire breakfast menu. McDonald's is also inviting its customers to make videos about being "Morning Impaired." Three of the submitted videos will be shown on the site later in the year.