iMedia: McDonald's Neil Perry

McDonald's Neil Perry shows how online media was used in the launch of the fast food giant's new Premium Salads. The campaign needed to stand out to let people know that an everyday brand had something new to say.

Perry believes mass marketers cannot just keep buying the same broadcast media, as "people's eyeballs are no longer just glued to television; they're also glued to the Internet."

Chicago's TribalDDB handled the project for McDonald's. Unicast provided the rich media platform.

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