Society for Morning Impaired Takes Aim at Breakfast - McDonald's® Breakfast Offerings Help Americans Take Back Breakfast

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Moroch Launches Tongue-in-Cheek Interactive Web Site to Remind Consumers About McDonald's® Breakfast Offerings. The web site highlights the quality choices and convenience of McDonald's breakfast menu while adding fun to the pursuit of breakfast, served up in a tongue-in-cheek fashion.

Moroch has found another way to speak to consumers in their everyday lives

Do you hit the snooze button on the alarm clock numerous times before getting up? Does oversleeping cause you to miss breakfast? If so, you may be Morning Impaired. With the help of Dallas-based Moroch Partners and iNSPIRE!, McDonald's® is encouraging everyone to take back breakfast. Beginning today http://www.morningimpaired.com invites these alarm clock dodgers to fight "Morning Impairedness" and join the Society for Morning Impaired. A Spanish language and Hispanic consumer-centric site, http://www.levantateya.com, is also part of the program. The interactive web sites are part of a comprehensive and integrated media campaign that includes English and Spanish language television and radio spots, Internet banner ads, outdoor and point-of-purchase materials. The campaign will run in 44 U.S. media markets and over 3,800 restaurants.

The web site highlights the quality choices and convenience of McDonald's breakfast menu while adding fun to the pursuit of breakfast, served up in a tongue-in-cheek fashion. In a fun twist, McDonald's is giving participants a chance to be featured on http://www.morningimpaired.com.    

Visitors can submit a video saying what makes them morning impaired for a chance to win and be featured on the Morning Impaired Web site*. Three winners will be selected throughout the year for each site and will sit amongst the current Society for Morning Impaired members. Everyone who visits the site can heal their "Morning Impairedness" by receiving a free Sausage McGriddles® sandwich** just for signing up and becoming a member of the Society for the Morning Impaired.

While on the site, visitors can click on the various members of the society to see what makes them Morning Impaired, test their reflexes at the Morning Impaired testing lab by playing a game to see how fast they can hit the snooze button on the alarm clock and also download inspirational wall papers.

Morning Impaired members in participating markets can also receive additional offers from the Society for the Morning Impaired on their cell phones. Members who opt-in can receive secret codes in their email that, when texted in to 44360, will provide additional values at participating McDonald's***.

"Moroch has found another way to speak to consumers in their everyday lives," said Rob Boswell, president and COO of Moroch. "The Morning Impaired campaign allows the user to engage with McDonald's breakfast offerings across multiple platforms in ways relevant to them."

About McDonald's

McDonald's USA, LLC is the leading foodservice provider in the United States serving a variety of wholesome foods made from quality ingredients to millions of customers every day. More than 80 percent of McDonald's 13,700 U.S. restaurants are independently owned and operated by local franchisees. For more information about McDonald's visit http://www.mcdonalds.com.

About Moroch Partners

Founded in 1981, Moroch is a full-service advertising agency headquartered in Dallas, Texas with 27 offices throughout the United States and Canada. Clients include McDonald's, Midas, Mission Pharmacal, Monster.com, Mrs. Baird's Bread, Verizon Wireless, Tia Rosa, Uniden, Walt Disney, Twentieth Century Fox, New Line Cinema, Sony, DFW International Airport, KTVT-TV CBS 11, Mattress Giant and many others. For more information, visit http://www.moroch.com.

About iNSPIRE!

iNSPIRE! is an independent, full-service advertising agency, focused in connecting with the Hispanic consumer and is headquartered in Dallas, Texas with 12 branch offices throughout the U.S. and Mexico. iNSPIRE!'s clients include McDonald's, Verizon Wireless, Midas, Tía Rosa, DART (Dallas Area Rapid Transit), and Al Día newspaper. iNSPIRE! redefines marketing to Latinos by going beyond language and knowledge of the culture to effectively meet clients' marketing needs.

*Official rules can be found at http://www.morningimpaired.com/gcm2007/
** While supplies last

***Subject to usage of cell phone minutes. Text rate charges apply. Available only in participating markets.

© 2007 McDonald's

Contact: Emily Voigt

Moroch Partners

918-269-7768 cell

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