• by Tanya Gazdik , January 11, 2010

McDonald's is debuting new advertising and athlete-themed packaging as part of its sponsorship of the Vancouver 2010 Olympic Winter Games.

McDonald's U.S. efforts will center on a promotion for Chicken McNuggets and a new limited time sauce. J.R. Celski (men's speedskating) and Paralympian Sean Halsted (alpine skiing) star in the new McDonald's USA Olympic TV spot.

McDonald's also will promote McNuggets online via social media and a microsite. The promotion centers on the question: "How do you McNugget?" Videos of Olympians answering that question, including U.S. freestyle skier Patrick Deneen, will be featured on the microsite.

Customers will see winter athletes on McDonald's packaging at 15,000 restaurants across the U.S. Beginning Feb. 1, cups and bags will feature Celski, Halsted, Deneen, Graham Watanabe (men's snowboard), Jennifer Rodriguez (women's speedskating), Dustin Byfuglien (men's hockey), Kelly Clark (women's snowboard) and Angela Ruggiero (women's ice hockey).

McDonald's markets around the globe will feature dedicated campaigns. McDonald's Canada will air six new television commercials. In-restaurant advertising will feature McDonald's food favorites and Canadian Olympic athletes Cassie Campbell (women's ice hockey), snowboarders Brad Martin and Crispin Lispcomb, and Alexandre Bilodeau (freestyle skiing).

Sweden, Denmark, Finland and Norway will air TV spots focusing on a Chicken McNugget promotion under a "Share the Gold" theme. In Russia, the Big Mac sandwich will be featured in print and TV ads. The new commercial celebrates athletes coming together at a McDonald's restaurant following Olympic Games events.

At all 1,400 restaurants across Canada, including the 30-plus McDonald's restaurants in the Vancouver and Whistler areas, customers can try limited-time menu offerings such as the S'mores Pie and the Creme Brulee Crunch McFlurry. Happy Meals will feature interactive toys of the 2010 Winter Games mascots.

"We are able to help all of our customers experience the games by virtue of the fun events and promotions that we have in our restaurants and advertising all around the world," said Mary Dillon, McDonald's global chief marketing officer, during a Webinar announcing new Olympics initiatives.

The Vancouver 2010 Olympic Winter Games marks McDonald's seventh Olympic Games as a Worldwide Partner and its eighth as the Official Restaurant of the Olympic Games. McDonald's current sponsorship will continue through the 2012 Summer Games in London.