For kids, a minute is the perfect amount of time to try something new. For the world, there is a global insight that children need to become more healthy and active. This program connected the McDonald’s brand with both these insights in a never-been-done-before way. McDonald’s spoke to kids in a language they understood, with an idea that kids found fun and parents found beneficial. The program also moved children by bringing the experience to them—in restaurants, through PR events, online, and supported by TV.

Engaged millions of kids• 1.4 million minutes (and counting) logged around the world.• Following exposure to the campaign, 72% of kids claim to increase the amount of time they spend each day getting active.

• 1.5 million visitors to campaign website during promo period, an increase of +48% versus Shrek 3 mark.• Average session time of 14.5 minutes, an increase of +45% versus Shrek 3 mark.• Thousands of kids participated in live events worldwide.Sales increased• Happy Meal sales increased in nearly all markets and as much as 27% in some markets vs. previous yearPositive press as leader in children’s well-being marketing• Received over 4 million media impressions