Page 409 - EVI
P. 409

 an integrated brand marketing program which addressed their needs. First announcing the initiative to 12,000 independent McDonald’s franchisees through a similar, star-studded concert at the worldwide convention in Las Vegas in April, EVI’s strategy was to
use a traditionally freestanding event, the RMHC Awards of Excellence gala, as a focal point for a more ambitious effort. Given the client’s key value of helping children and the existing work of Ronald McDonald House Charities, EVI developed a multi-platform strategy centered around the first annual World Children’s Day on November 20, 2002, a fundraising initiative that McDonald’s created.
Aided by seventeen years of celebrity relationships, including long-standing
relationships with David Foster and Celine Dion, EVI created and guided the concept to fruition. EVI produced the show, secured the celebrity enter- tainment, and laid out the strategy to secure a major network for the show taped in high-definition television (HDTV) in 24P (24-frame progressive provides film-look) with fifteen Sony cameras — leveraging the client’s existing infrastructure and resources to complete the ambitious program. Its elements include in-store promotion in 30,000 McDonald’s restaurants around the world, a series of commercial spots on the charity, press tour with celebrity support, and a new website for online giving ( ) created in top-tier partnership
with Yahoo. The effort culminated November 20 on World Children’s
Day, one of the largest single-day fundraising efforts in history to help children in need.To extend the plat- form, EVI produced a full-featured
2.5 hour concert DVD mastered in cinematic high-definition progressive video with Dolby® Digital 5.1 Surround Sound. It contains 19 songs from 11 artists, including music, performances, and footage exclusive to this concert DVD not found anywhere else in the world. Bonus Materials include: The Making of the World Children’s Day Anthem, a David Foster Anthem Solo,
a Behind-the-Scenes look at the tele- cast, Celine Dion & Nick Carter Visit
a Ronald McDonald House, Artist Bios & Photos and the Trailer.

   407   408   409   410   411